Dew Gibbons + Partners




With results like the original sales value target smashed by +285%, our core range work with Josh Wood Haircare for Marks & Spencer has been unbelievably successful – winning three major awards (and counting). So the decision to extend the range into new areas that continue to support the brand’s Guardian of Colour positioning (and to partner with us) was a bit of a no-brainer.

Josh Wood Precious Blonde has three premium products, specifically formulated for colour-treated blonde hair. Lapis Lazuli is the key ingredient – its purple colour neutralises brassiness to protect the purity of the blonde shade. Our designs highlight the preciousness of the products and complement the rest of range: focus on purple, graphic devices that look like minerals under the microscope, silver foiling, and metallised collars. Plus clear on pack communication on how to deliver the right Conditioning Treatment dosage was vital.

But making sure blondes really do have more fun wasn’t enough for the brand. Enter the ColourLoc Treatment Iron. True to Josh Wood’s trendsetting reputation, this is a revolution in haircare. Capsules that care for coloured hair can be inserted into the iron whilst styling – which results in refreshed, revived, radiant hair. The packaging works within the brand’s pre-existing look and feel, but given the revolutionary nature of the iron and capsules, the most important thing was compellingly communicate how the product works. 

More reading on our hair care brands and extensions:
Josh Wood Guardian of Colour
Charlotte Mensah Manketti Oil Range for Afro & Curly Hair
Sebastian Professional Dark Oil Glides into Salons
NIOXIN Hair Regrowth Treatment range extension