Pixie Lott
Packaging design in the pink…. and other colours
There were 3 trends which fed in to this new hair colour range.
First the spectacular growth of the home tinting sector – with a 20 fold increase over 1 year alone.
Second – product development has made hair colour change fast and easy, you can have a glamorous new colour over the weekend and be back to your usual colour in time for work at the drab accountants office.
And third – the cult of celebrity.
Pixie Lott shot to fame at the age of 18 with a number 1 debut single and 1.5 million selling first album. 10 top twenty singles and 3 number 1 singles later she’s also an accomplished actor and dancer, performing on Strictly, the Voice and as Holly Golightly in Breakfast at Tiffany’s - at the Theatre Royal Haymarket in London's West End.
With 1.3m Twitter followers Pixie was an ideal partner with which to launch a range into Superdrug.
The product range consisted of; glitter, metallic and fluorescent sprays, wash out colours, brush on colour highlights, hair chalks & hair pens. A coherent, Pixie-centric packaging design was required to work across all manner of size & shape of pack.
We booked photography at the iconic Holborn Studios. Bailey, Snowden & Leibovitz have all shot here and there’s an endless trail of stars who’ve had their images immortalised at Holborn; Jagger, Caine, Mirren, Moss, Bowie, Gallagher, Wham, Sting….. it’s like the Abbey Road of photography and it really does make the hairs on the back of your neck stand up when you walk through its corridors.
Packaging design projects have a lot of moving parts. The artwork sign-off process was a complicated with all interested parties having their say. That includes the manufacturers (which varied per product) approving ingredients and separate legal specialists for the safety issues that arise when applying anything to your body. We wrote the pack copy following our theme of ‘the salon look in a fraction of the time’. Liaised with the foreign manufacturers / printers on production specifics (eg silver foil & pearlised stock) and helped check proofs. All this while Superdrug’s delivery deadline was set in stone.
Our thanks go to all the specialists we collaborated with to bring the Pixie Lott Paint brand to life: Gavin at iTB, Charlotte Rutherford for Wonderland, Pete Pedonomou photography, Jon at Jon Oliver Studio – retouching, Holborn Studios, Holly Rudge – hair, Avigail Collins at Silver Spoon – stylist, Caroline Barnes – make up. And finally to Pixie herself who despite endless changes of hair style, clothing & make up remained professional, charming and sane :)
Branding
Packaging Design
Photography