Beauty products company La Bella introduces new modern packaging design and logo for first time in 30 years, aiming to appeal to female head of households through a more 'aspirational, feminine and elegant' look

Jennifer Nguyen

LOS ANGELES , June 4, 2014 (Industry Intelligence Inc.) – After 30 years with the same look, beauty products company La Bella has unveiled a new packaging design and logo that is more contemporary, all while still offering the same line of personal care offerings it has for decades, Packaging Digest reported June 4.

Known as the No. 1 Hispanic brand in styling and beauty products, including styling, skin, hair and body care products, La Bella has particularly appealed to the female head of household.

In an interview with Packaging Digest, Jocelyn Yuan Riddle, vice president of marketing at California-based Newhall Laboratories, La Bella’s parent company, said that, through testing the new logo and packaging design with female head of households, La Bella found their brand “should be aspirational, feminine and elegant.”

Before, La Bella did not have a contemporary image nor a clear strategy on reaching out to its core consumers. After Brynwood Partners acquired Newhall Laboratories in 2012, the brand saw more resources in expanding its marketing, packaging and new product development to be more contemporary and appealing, according to Riddle.

The popular La Bella logo is still recognizably purple and white, but now consists of a more contemporary font as well as a silver "swish."

The packaging itself now features the logo that covers the entire width of the package, along with a more feminine look that the target consumers were shown to desire. It also includes information in both English and Spanish, and design icons to help consumers understand the products’ ingredients and its health benefits, according to Packaging Digest.

“The primary goal for La Bella was to create a stronger impact on shelf,” said Riddle. “This was achieved by elevating the packaging so it would be perceived as more premium, contemporary and distinctive.”

The primary source of this article is Packaging Digest, Oak Brook, Illinois, on June 4, 2014. Click here to read the primary source's full version of the article.

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