Babyliss Pro Packaging

Babyliss Pro Australia is a salon-based brand for professional haircare products and styling tools.

Established in Europe and renown for their quality products and innovative technologies, Emedia Creative were approached to localise the brand and packaging specific for the Aussie market.

Our challenge was to define a new direction in the professional styling tool market for three distinctive product lines – high end, mid tier and grooming, that would ensure cut through against strong, established competitors.

Competitor analysis uncovered a heavy and saturated dark / black approach in conveying a premium product. Whilst BabylissPro’s European line had followed a similar path, we elected to take the Aussie version in a fresh direction. Using large areas of white space and spot UV gloss finishes to create a very aspirational and ‘new-age’ feel.

On the technology front, we further developed a suite of icons to highlight & reinforce the innovative technologies and key features of each product. Teamed with geometric shapes, patterns and typography, these icons create an important selling point.

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