Newhall Laboratories' La Bella brand unveils rejuvenated product packaging design and brand logo for beauty offerings after nearly three decades of the same design; new logo and packaging will add consistency across entire product line

Elyse Blye

STAMFORD, Connecticut , May 28, 2014 (press release) – La Bella®, recognized as the No. 1 Hispanic brand in styling and beauty products, announces the unveiling of a completely rejuvenated product packaging design and brand logo for its rich roster of beauty offerings, after nearly three decades of the same design. The new packaging and logo initiatives reflect a more modernized approach for the brand and will begin rolling out in the coming months in various retailers, including Walmart and Target.

La Bella has more than 30 years of providing outstanding performance products with high-quality formulations. The new packaging and logo design will affect all of the brand's personal care offerings including styling, skin, hair and body care products.

"We are excited to unveil the upgraded look for the La Bella brand," said Jocelyn Yuan Riddle, Vice President of Marketing at Newhall Laboratories. "The new logo and packaging will add consistency across the entire product line, providing loyal and new customers a more aspirational and feminine aesthetic. The much-loved natural ingredient-based formulations will remain consistent to meet the needs of Latinas and their families."

In addition to the new packaging and logo being more versatile, the sleek and sophisticated appearance was designed to give the brand a more contemporary and updated look. The packaging's enhanced authentic appeal will emphasize the natural ingredients. The new packaging is set to be fully bilingual in English and Spanish to resonate with Hispanic consumers.

About Newhall Laboratories
La Bella®, owner Newhall Laboratories (a Brynwood Partners company) acquires and reinvigorates classic personal care and beauty brands, bringing deep consumer marketing, product innovation and retail expertise to some of America's most-trusted brands. Soft & Dri®, Dep®, Thicker Fuller Hair®, Zero Frizz®, Pure & Natural® and La Bella® are among the company's other brands. For more information, please visit http://www.newhalllabs.com.

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