DANU HAIR CARE PRODUCT BRANDING

Whoa Mama!

Two expert stylists and colorists in central PA wanted to expand into hair care, where to start? That's a mother of a problem!

Challenge

For salon owners to enter into the hair care product market, it doesn't take much. To launch a product that makes waves, gets shelf time and can go against some of the larger brands, now that's a challenge. With a small budget and big a dream the mothers at 5th Avenue Salon turned to Vigor.

Solution

What we found was the hair care industry was saturated. Almost every demographic was tackled by brands big and small. Until we dug a little deeper. We needed to target a demographic that would be changing buying habits and looking for new products. Vigor found this criteria in mothers; specifically, new moms. A bit of market research proved our point. Their buying power was there, but their budgets were shifting. Perfect.

With the market focus on point, Vigor began working with the owners of the line on a brand name and subsequent product names. After much deliberation, research and creativity, we developed the umbrella brand name: Danu, the celtic word for 'mother.' What followed, no one expected.

Vigor usually has a bit of fun with our creativity and a lot of the work is rarely seen outside our walls. Our initial product names were for a volumizing and a hydrating shampoo and conditioner product. We didn't think that the market would soak up the initial product names we developed, but they did. It was set, the hydrating line would be called "Moisture Mama" and the volumizing line, "Mother Fluffer."

The product design for the line began and soon we had mockups that attached the line to the organic and nature-focused roots of the parent companies mantra, fused with the rockstar, fun-loving style for the modern mom.

Results

Danu's hair care product line launched in early 2009. Since then it has steadily grown in distribution. The packaging design has received accolades from reputable media like The Die Line.

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