# Innovation-Focused Hair Care Lines TRESemmé's New Brand Identity Includes Sustainable Packaging By Jana Pijak | Published 2023-09-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/new-brand-identity-1 References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/TRESemme_reformulates_portfolio_and_unveils_new_packaging/206367) Unilever haircare brand [TRESemmé](https://www.trendhunter.com/trends/give-gloss-campaign) recently announced a new brand identity with new, sustainable packaging and updated product formulations. "This year, we are revamping our Wash & Care range to make sure it is the best performing collection to date through innovation, technology upgrades as well as new pack designs and sizes to expand the brand’s appeal," said Benoit Roger-Machart, Senior Marketing Director, Beauty and Personal Care at [Unilever UK&I](https://www.trendhunter.com/trends/sustainable-laundry-capsule) In addition to the brand's integration of ProPlex Fortifiant technology across the entire TRESemmé range -- a complex built around amino acids that reinforces the hair's internal microstructure while reducing breakage -- the brand is also highlighting its patented Fibre Actives technology that fortifies and protects tresses. TRESemmé is also launching [new packaging](https://www.trendhunter.com/trends/acidic-bonding-concentrates), with three distinct sizes offered to better cater to diverse customer needs. These include 300ml, 680ml, and 900ml bottles which will all be made from 100% post-consumer recycled plastic, representing Unilever's commitment to more sustainable long-term manufacturing. Image Credit: Unilever ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 78% | Activity: 91% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Packaging:** The new brand identity includes sustainable packaging made from 100% post-consumer recycled plastic, providing an opportunity for disruptive innovation in eco-friendly product packaging. - **Advanced Hair Care Technology:** The integration of ProPlex Fortifiant and Fibre Actives technologies in the entire TRESemmé range presents a chance for disruptive innovation in the development of high-performance hair care products. - **Product Customization:** The introduction of three distinct bottle sizes aims to cater to diverse customer needs, offering a potential disruptive innovation opportunity in customizable hair care solutions. ### Where This Applies - **Beauty and Personal Care:** The innovation-focused hair care lines by TRESemmé indicate opportunities for disruptive innovation in the beauty and personal care industry, particularly in sustainable packaging and advanced hair care technology. - **Plastic Recycling:** The use of 100% post-consumer recycled plastic in TRESemmé's sustainable packaging opens doors for disruptive innovation in the plastic recycling industry. - **Consumer Goods:** The launch of TRESemmé's new brand identity and product formulations presents disruptive innovation opportunities in the consumer goods industry, with a focus on customizable hair care solutions. ## Related on Trend Hunter - [Eco Hair Treatment Tubes](https://www.trendhunter.com/trends/hair-treatment-packaging.md) - [Refillable Hair Oil Cosmetics](https://www.trendhunter.com/trends/elixir-ultime-hair-oil.md) - [Hydrating Oil-Infused Haircare](https://www.trendhunter.com/trends/herbal-essences-2.md) - [Refillable Haircare Bottles](https://www.trendhunter.com/trends/hairstory-new-wash.md) - [Glitz-Inspired Haircare Campaigns](https://www.trendhunter.com/trends/give-gloss-campaign.md) - [Paper-Packaged Haircare Products](https://www.trendhunter.com/trends/babo-botanicals.md) - [Sensorial Tailored Haircare](https://www.trendhunter.com/trends/head-shoulders-upgraded-collections.md) - [Comprehensive Modern Haircare Lines](https://www.trendhunter.com/trends/kenra-professional.md) - [Premium Haircare Lines](https://www.trendhunter.com/trends/premium-haircare-line.md)