Lonsdale’s recent collaboration with Garnier Fructis (L’Oréal) focused on the redesign of the Hair Food hair care range. The goal was to elevate the packaging to a more premium and technical level, while keeping its delicious and natural spirit. Hair Food, inspired by the world of food, had always been known for its vibrant, fruit-filled visuals and eco-conscious formulas.

Garnier Fructis wanted to stand out in a highly competitive science-oriented market without losing the vibrant essence that made Hair Food a success. Lonsdale responded with a design introducing premium elements such as clinical design touches and holographic finishes. This gave the packaging a modern and science look that balanced the brand’s scientific rigor with its indulgent, nature-inspired identity. Lonsdale crafted a brand image that feels both premium and accessible, offering consumers a product that is as effective as it is eco-conscious.

This redesign is the latest step in a six-year partnership between Lonsdale and Garnier Fructis. In 2018, Lonsdale was the creative force behind the iconic Hair Food 3-in-1 masks, which allowed consumers to use them as a conditioner, treatment, or leave-in product. These versatile masks, paired with vibrant, fruit-inspired packaging, quickly resonated with eco-conscious consumers, making Hair Food a hit across European and Latin American markets.

In 2020, building on this success, the range expanded to include a complete menu with shampoos, conditioners and masks. Lonsdale’s creative vision continued to drive the brand forward, ensuring Hair Food maintained its playful yet effective identity. The latest redesign in 2024 continues this journey, positioning Hair Food as a leader in the haircare market.