Jason debuts new look for 2011

MELVILLE, N.Y. — Natural personal care brand Jason has debuted for 2011 a fresh look with new and improved packaging designs.

"Our new packaging clearly communicates Jason's brand positioning as a natural pioneer with its endearing, original personality and unwavering focus on natural simplicity," stated Emma Froelich Shea, VP marketing for Hain Celestial Personal Care, which makes the brand. "We feel the new designs create a much stronger shelf presence, evidenced by our striking color palette and updated logo. Most importantly, we finally have continuity across categories so our loyal consumers will easily be able to find their favorite brand in every section of the personal care aisle."

The new packaging copy is designed to help educate consumers on the ingredient-specific benefits of each product, as well as reassure consumers of their safety, the company stated. The packaging will boast a simpler, easier-to-read JASON logo and a new tagline: "Natural Pioneer Since 1959."

Another notable change is the structural redesign of the Everyday Hair Care collection. The new Everyday Hair Care component will use an "inverted" design that allows the same bottle to be shelved right-side up or upside down, to differentiate between shampoos and conditioners and facilitate ease of use. The component design was inspired by a 1950s-era glass milk bottle and uses at least 50% post-consumer-resin plastic.

The new Everyday Hair Care line also will tout new-and-improved formulas. Now, each category in the Everyday Hair Care collection will address a specific hair care need:

  • Aloe Vera: intensive moisturization;

  • Apricot: super shine;

  • Biotin: strengthen and repair;

  • Jojoba: longer and stronger hair;

  • Sea Kelp: smoothing/anti-frizz;

  • Lavender: volumizing;

  • Henna: color protection; and

  • Vitamin E with A and C: natural manageability.

The Jason deodorant stick collection also has been reformulated for improved efficacy and has been clinically tested to deliver all-day odor protection, the company noted.

Jason products are available at natural food stores, Whole Foods and Ulta.

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