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FOR IMMEDIATE RELEASE
STRATEGIES INTERNATIONAL TO
UPDATE HAIR CARE PACKAGE DESIGNS FOR REVLON
Re-branding Products is the Right Challenge for Strategies
International
 TORONTO,
ON (November 26, 2003) – Branding and design company,
Strategies International, has been hired by Revlon Canada
to apply their knowledge of branding consumer products
to the Revlon line of hair care products. The major
task facing Strategies International is to modernize
the packaging for the beauty aid giant in 2004.
"We were impressed by Strategies International’s
client list and the numerous sectors they have worked
in," says Mike Muyal, Brand Development Manager
of Revlon Canada. "We believe that their experience
and know-how will keep our brands’ message consistent
and maintain our equity. When we launch the new design
in early 2004, we have confidence that the packaging
will give the product line a boost.
Research in Canada shows that there are three key motivators
to purchase specific hair care brands:
- Affordability relative to its benefit,
- How it will make the user’s hair smell and,
- The reputation of the company.
These points will be addressed by Strategies International
before the creative process begins.
"We think in terms of shelves and our clients trust
us to do so," says Greg Bérubé, president
of Strategies International. "The Revlon projects
will be a challenge we look forward to because of the
large equity that their brands have built over the last
decade. To redesign packaging usually means risking
a portion of this equity with long-time users. Initial
research indicates, not only a strong chance that Revlon
will retain current brand equity, but in fact, there
will also be an increase in market share and brand recognition."
For
further information contact:
Rob Landsmann, Fantail Communications Inc., 416-363-4805, rob@fantailinc.com
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