Beauty products

As Color-Safe Hair Care Goes Mainstream, Colorproof Launches New Branding

Colorproof is undergoing a big and bold rebrand as it aims to keep pace with today’s hair care market.

The Colorproof rebranding runs the gamut, from introducing a new logo, to reformatting the portfolio and packaging, to reformulating the products. The majority of Colorproof sales are through the professional channel, with distribution to over 12,000 salons. Colorproof was founded in 2012 and acquired in June 2020 by beauty products manufacturer Cosway Co. Since its launch, color-safe hair care has become table stakes for hair care brands and also more accessible, as many brands have moved away from the use of sulfates and other bleaching ingredients. As such, simply being a color-safe brand is no longer enough, said Maureen Saenz, vice president of marketing at Colorproof. Today, Colorproof is redefining itself as a color preservation and amplification brand.

“We are using this restoration as an opportunity to optimize [the brand]”, said Saenz. “We took a similar approach [to the evolution of the iPhone]. Let’s take what we’ve learned and optimize where we need it, with the latest and greatest [features], but also keep the things our loyal customers love about us.

Colorproof sent out a survey to salons and distributors in mid-2020, gathering feedback on the brand and its reception in the market. It was found that while the professional channel liked the products and formulations, end users didn’t resonate with the brand, Saenz said. Specifically, the packaging did not appeal to them. Moreover, the product portfolio had been inflated to more than 100 products with confusing names. Accordingly, “Crazy Smooth Extreme Shine Treatment Oil” was renamed “Smooth Drops”, for example. The relaunch also consists of enhanced packaging designs, including jewel-toned bottles and gold caps, as well as a smaller assortment of approximately 55 products across seven collections. The collections focus on hydration, volume, smoothing, thickening, recovery, essentials and styling. An eighth collection focused on the invigorating beginnings of summer.

The most recent sales data from the NPD Group shows that the haircare category grew by 47% in 2021, compared to the previous year. Within the hair category, hair sprays, gels, mousses and other styling products returned to growth in 2021, with sales of styling products up 45% compared to 2020. The styling segment is expected to grow by another 15 % in 2022. The hair dye category saw a 17% year-over-year sales increase between January 2021 and November 2021, and a 77% increase over the same period in 2019.

“We continue to see the color develop. And with Covid-19 there is definitely a push to maintain the health and care of your hair,” said Kristen Turner, Marketing Director for Colorproof.

With the rebrand, Colorproof invested in a large-scale campaign for the first time in three years. Colorproof uses the images in social media posts on Facebook and Instagram and focuses on delivering “A-plus” content, Saenz said. This includes short video clips, infographics and relief model images. Colorproof first announced the rebrand in October 2021 when it created a new @ColorproofHair Instagram account. However, her original account, @ColorproofHair_, which has over 41,000 followers, remains active until after the official launch.

Colorproof will introduce unique assets and new promotions for its professional channel, including a customizable digital catalog for sales reps and salons and a bi-monthly sampling product program called Pop of Colorproof. Salons can purchase one travel-sized product and get a second one free for their clients to enjoy. A new program called Color Crush, piloted by brand reps, gives stylists a deep dive into select products. It’s meant to provide more engaging education and even provide social posts that salons can share on their own channels. Salons can access it through the professional portal on Colorproof.com.

“We wanted to connect with the idea of ​​the joy consumers feel when having their hair done or having their hair colored,” Saenz said. “You’re going to see that in the packaging, the messaging, the creative assets. There’s always going to be a callback to that feeling of joy.