During my time working on Aussie, the hair care category was rapidly saturating and fragmenting. One way for Procter & Gamble to stay competitive was to leverage Aussie as a way to expand into white space: men and kids hair care offerings.  

I led extensive research into these sub-categories and partnered with external agencies to strategize authentic, ownable and disruptive ways to stretch the current Aussie brand identity to encompass new consumers. To increase speed to market, a small core team worked together to realize the lead design strategies in packaging.

The men’s line launched with three care collections and two stylers. The kids collection launched with unique characters across seven products. Eventually, Aussie partnered with the Dora The Explorer franchise and later, the Finding Dory franchise to continue building the business.

Following the success of the line extensions, the main Aussie line was later redesigned to better position the brand as the “No Worries” hair care brand for “perfectly imperfect” hair. At this time, I oversaw the development of a more robust design system to harmonize the three sub-collections of products, not only in packaging but also in advertising. It ensured all communications benefited from the halo of the base business while expanding into new territories.

Packaging executions