Create new sustainable packaging that meets Target Zero Standards.

Packaging should move away from the classic plastic tube structure to something that say Sustainable, Functional, Beautiful, and is Distinct to John Frieda.

There cannot be a change to the product formula.

Target Zero Standards

- Reusable
- Refillable
- Reduce Plastic
- Recycling Content
- Compostable Element

User Persona

Millennial, ages 30-45 years old

• Wishes to have healthy hair

• Wants eco-friendly products

• Aims in decreasing her household waste

• Is completely against animal cruelty

• Will not compromise on using sulfate-free and toxin-free shampoo

According to a Kao consumer survey, 50% to 70%
of consumers are in this age group.

Material Research

Cardboard

• Cardboard can be made water resistant by adding clay

• Visually sustainable

• 100% recyclable

• Lightweight and inexpensive

Goals

• Lightweight

• Less carbons emission to ship

• Compostable

• Recyclable

• Durable

• Easy to manufacture

Direction

Final

Cardboard Bottle

• Bottle with “fun” and “recognizable” design.

• Follow traditional silhouettes.

Aluminum Caps

• Sold separately from the cardboard bottles

• Can be reused and swapped between products

• Easy to clean