Building upon the success of our men's body wash launch, we had the opportunity to extend the method men brand architecture to men's hair care. Our goal was to breakthrough at shelf with a differentiated offering and create a positive user experience through design.
Building upon the success of our men's body wash launch, we had the opportunity to extend the method men brand architecture to men's hair care. Many of the brands you find in the men's hair care aisle have outdated interpretations of who the modern man is and what they're looking for in a shampoo + conditioner. We felt like there was an opportunity to capitalize on simplicity, which not only aligns well with our brand, but would be an effective communication tool in an aisle saturated with mainstream brands that believe aggressive packaging, juvenile fragrances and ego-centric, locker-room copy is the way into a man's shower.
Let's start with the product silhouette- a slightly elongated evolution of the method personal care design language, intended to feel familiar to the method men consumer, but different enough to make it distinct from body wash. The bottle features a soft-touch finish that not only improves the grip in wet environments, but also cues to the user the softness that will ensue after use. The slim profile is slender enough to store in a caddy or any nook in your shower. The cap has been designed with the product lifecycle in mind, allowing the user to invert the bottle and utilize every last drop.
When it comes to the graphic design, we're big fans of simplicity. We challenged ourselves to minimize our communication on the font-of-pack, which provides a more mature + sophisticated aesthetic compared to the rest of the category. The graphic elements are straightforward, highlighting only the essential information, inviting the consumer to engage at shelf. We've screen-printed directly on the bottle, eliminating the need for a label, minimizing material usage and maximizing appeal. Our "urban camo" color palette makes our offering easier to shop by fragrance and is distinctive at shelf.
As with all method products, we do our best to not only make sure that the consumer experience is a pleasurable one, but we take into consideration the lifecycle of each product. We believe that by investing in PCR (post-consumer recycled resin), we raise the bar for the competition and incentivize other brands to adopt a more sustainable mentality, resulting in minimized production of virgin plastic. All of our shampoo + conditioner bottles have a minimum of 65% post-consumer recycled content. We've even managed to cleverly camouflage the 25% of post-consumer recycled content in our flip-top closure.