Challenge


Develop a bold new in-store identity for VO5 — one that reinforces the brand’s leadership, increases standout, makes it easier for shoppers to navigate the range and drive sales.

The system needed to:

• Work across both male and female product lines

• Include educational elements

• Visually contrast with existing packaging for maximum visibility
  

INSIGHT

VO5 discovered a powerful common ground: music. Like a playlist or a signature move, your hair is an expression of who you are, of your personal style. And VO5 isn’t just a styling product — it’s a styling partner.

SOLUTION

Show Your Style — a campaign platform that celebrates individuality through the lens of music, dance, and hair. More than an in-store comms refresh, this was a shift in positioning: from product on shelf to cultural enabler of self-expression.

The new look was dynamic, inclusive, and high-contrast — designed to catch the eye, guide the shopper, and connect emotionally in a way that lives well beyond the store.