Revlon Hair Tools

Revlon Hair Tools
Brand strategy, creative direction, and a full line packaging redesign for Revlon hair tools, a licensed brand in the mass channel.

Challenge
Revlon hair tools competes on a crowded mass shelf where a shopper decides in seconds and every competitor makes the same promises. The line had grown SKU by SKU over years, so the packaging no longer read as one family. And because Revlon is a licensed brand, any new direction had to work inside someone else's equity: enough change to be seen, nothing that broke the masterbrand.

Solution
Led the brand strategy and set a new creative direction for the line, then redesigned the full packaging range against it. Built it as a system, so the range reads as one brand at shelf while each product still tells a shopper what it does, and so new SKUs have a place to sit instead of becoming another exception. Worked inside the licensor's guardrails throughout, which meant making the case for every move rather than just making it.