Customers flip over Anua's new line of haircare products

-- Packaging Digest, 12/1/2006

Alicorp, an international $500 million company based in Lima, Peru, that is well known for its food products, such as pastas, ice creams and vegetable oils, has introduced its first haircare products to the South American market. Inspired by a local tradition of treating hair with natural plants and herbs, in September 2006, Alicorp launched Anua, a range of five shampoos and conditioners made from natural ingredients for each category of hair. The varieties are aloe vera and honey, avocado and oatmeal, lemon and coconut oil, lemon and green tea and wheat germ and egg. The target market is women from 15 to 45 years old who are urban and modern, but also concerned about getting the benefit of natural ingredients and healthy products.

Alicorp worked with Raison Pure (www.raisonpure.com) to design the bottles for the new products. Raison Pure's challenge was to create a shape that would enhance the natural aspect of the ingredients, as well as convey femininity and modernity. The soft curve of the 350-mL bottle gives life and movement, like the wind in plants or grass, and is an invitation to take the product in your hand. It also connotes the idea of active natural ingredients with white emphasizing the ingredient's illustrations and giving a pure, premium look. For the conditioners, the bottle is flipped, creating a duo of complementary products. The high-density polypropylene bottles are supplied by Yobel Supply Chain Management (www.yobelscm.biz), Lima. The standard cap, supplied by Seaquist Closures (www.seaquistclosures.com), comes in five colors, each matching the features and benefits of the various products.