Nice 'n Easy

Nice ‘n Easy is a product on the market for more than 45 years. It is manufactured by Clairol, which is now owned by Procter & Gamble. Nice ‘n Easy is targeted to older women who want to cover “grey hair” even though it can be used by all women. Through research Nice ‘n Easy has been found not as appealing to younger women in their twenties. The new design this can be achieved.

Target Market

Women in their 20’s and 30’s who are trendy and look after their hair, but cannot afford salon treatment, therefore resort to home kit hair colouring.

The Old Design

The older packaging was the typical face of a woman with the hair colour desired. However research is shown that young women do not find this appealing, they feel like they cannot relate to it, and the product. Some women found the faces to be annoying, or intimidating. The packaging was flooded with writing, side to side, of what younger women find useless information. And because of this, the important safety message that needed to be read before use was camouflaged within in the chucks of text. It information overload, and consumer’s would not which part to read first. The hierarchy of information was not set right. The colour shade table was hidden small on the side of the box. When consumers pick up a box they automatically look at the back. In the old packaging, the slogan “100% grey coverage” and younger women do not have this problem of grey hairs.

In the older packaging it includes three bottles, all different types and sizes. This would of made it confusing for the user to use. It certainly did not look like a “family”. And was not reusable. These products couldn't be recycled, and had no other purpose to be re-use as bottles, especially the conditioning crème. That was in a tube, and after that was used up, it could not be re-used, and therefore this was a waste of material and bad for the environment.

The other contents include a pair of gloves and a set of instruction. In the old packing, the leaflet was folded and was wrapping the pair of gloves which looked like it had just been shoved in. This was not very engaging. Consumers like to buy products that look like some thought it has put into it, it makes the consumer feel like it was worth their money.

The New Design

In the new packing, the woman’s face has been taken away and been replaced by vector image hair. With this, the hair colour can be represented clearly and exact. And by using vector art, it gives the product a more modern, young feel to it, hence appealing to younger women. Typefaces has been changed. The old packing had at least four different type of packing. The new packaging now only has three different type faces, two of them for the “Clairol” logo and “Nice ‘n Easy” logo. The rest of the text is all using one san serif type face, with changes of the font like bold and italics to make some words more important than others. By using a san serif, it is easier to read, and gives it that modern look.

The safety information has been put to the side that is dedicated to this. Font has been made larger to emphasise the importance of this message. The back is kind of like a blurb of the product, it gives an overall description of what you can achieve with this product. The back also includes the shade colour table and has been made bigger. The other side includes the contents of that the product includes.

Overall the new packaging has a clean look. But most important, the design of the box has been changed. Instead of having the same, boring rectangle prism, curves have been added in to give the product a “boost”. It gives the product a figure and helps differentiates itself from its competitors. The curves of the box have been based on a female’s figure. It also gives the product and lure to pick up the product because of its shape. Through surveying, women have said the new packing feels like “you just want to grab it”. The box can be completely recycled which was not addressed in the older packaging.

Final Design

How it will be stocked on the shelf

The contents have been completely changed as well. It only consists of two clear pvc bottles of the same type. These give the feeling that it all belongs together. The labels have been changed to a cleaner, clinical look. And having the bottles clear, you can tell how much you mixed and how much there is left in the bottle. After use, these bottles can be re-used for other hair products, or for the same purpose as Nice ‘n Easy will come out with refillable hair colouring packets. The conditioning crème is in a sachet which after use can be thrown out straight away.  The instruction leaflet and the pair of gloves is folded nicely and neatly packed into a plastic sleeve.

To make sure the package as whole is secure, clear security tapes will be place on both openings of the package. Because the box still have a rectangle base, it will be just as easy as the old design for the product to be travelling and delivered. As shown before, the product is also able to be stocked and put on the shelves.