NIOXIN

Following its 2008 acquisition of Nioxin, the leading salon-based professional hair-thinning treatment brand in North America, Procter & Gamble instigated a packaging redesign in face of a number of challenges.

NIOXIN

Dew Gibbons

Client: Procter & GambleCategory: Packaging (Branded - other)

Executive summary

NIOXIN, acquired by Procter & Gamble (P&G) in 2008, is the number one salon professional premium brand for thinning hair in North America. Under the context of a flat market, increased 'me too' competition, and difficulty in navigation through a complex range of products at point of purchase, the packaging redesign of the range has achieved results well beyond P&G's expectations within the first year.

  • 109% increase in sales value for original range
  • 101% sales volume growth for original range
  • 6% rise in average...

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