PERT Plus 2-in-1 shampoo, originally introduced in 1987, is being relaunched as the simple all-family choice amid a congested hair products aisle. New packaging for the brand features a bold and modern logo to convey the brand promise, ‘refreshingly simple.’ The new design is deliberately unisex in appeal, since brand owner Idelle recognized that Pert Plus is primarily used by dads and children, but purchased by moms. Each color represents one of the five varied PERT Plus formulas/hair types, and a prominent horizontal silver bar calls out the 2-in-1 proposition.
Launch: October 2011
Package design: Beardwood&Co.