Winning formula: Stylists design new haircare range

US – Three expert hair stylists have launched a new vegan haircare range, R+Co, which mixes clever product formulations and Tumblr-style packaging with styling advice.

The packaging of the new range features photography that references the hazy lifestyle shots that Tumblr has become famous for, which cleverly evokes the benefits of the product inside. The brand’s Atlantis Moisturizing Shampoo, for example, features a swimming pool to imply that the product adds hydration, while Death Valley Dry Shampoo shows the Californian desert valley in the middle of summer, hinting at the drying properties of the shampoo.

R+Co is the brainchild of hair stylists Howard McLaren, Garren Defazio and Thom Priano who have also turned their industry knowledge into an app and website that offers styling advice.

‘We wanted to make the packaging simple but also to add an element of playfulness,’ McLaren tells LS:N Global. ‘You’ll know just by looking at a bottle or tube what a product is meant to do.’

For more on how beauty brands are appealing to Millennial tastes, see our Beauty Futures report in The Future Laboratory Shop.