Gerard Ortiz

Award-successful magnificence model evolves its model id to commemorate the evolution of its buyer

STAMFORD, Conn., April 25, 2022 /PRNewswire/ — Cantu unveils its new manufacturer id developed in partnership with its group of curlfriends to differentiate a single of the world’s leading textured hair care manufacturers on shelf and display.

Cantu attained out to a broad collective of people and asked them immediately what they wished to see mirrored in its new  imagery, typography, composition and shade palette. This collaborative work out comes shortly right after the reformulation of the brand’s greatest-providing Shea Butter Leave-In Conditioner, prompted by the ask for for far more dampness voiced by the natural hair neighborhood. The transformation was conducted in partnership with Cosmetic Chemist & Magnificence Field Expert, Erica Douglas, also known as Sister Scientist.

“When the crew at Cantu listened to that there have been a couple buyers that wished to make some modifications to the award-profitable Shea Butter go away-in conditioner, they listened,” Sister Scientist shared. “We right away started out strategizing by means of the reformulation to get rid of alcohols and silicones to be certain that folks who have sensitivities or objections to these substances can also appreciate the gains of Cantu’s most well-known leave-in conditioner. We also ramped up moisturizing and conditioning homes and labored on enhancing absorption primarily for sort 4 curls.”

Further effects from consumer opinions also led Cantu to layout and make extra consumer-centric artwork and visuals customized to consumers’ sought after fashion, hair style, and texture. Led by Design and style Bridge’s Imaginative Director, Jessica Marie, the core products packaging updates include a color-code that signifies the certain item kind i.e. style products (maroon bar), conditioning (green bar), and in-depth facts on the greatest makes use of of just about every merchandise.  Bolder shades and modern structures have also been introduced for superior effect and findability in retail stores, equally on the net and offline.

“Cantu hair treatment is synonymous with orange. We required to embrace this vibrant coloration, and confidently very own it for the new modernized glance,” Jessica shares. “The merchandise formulas are curated for all curl sorts, and we highlight this with an energetic graphic illustration of coils, curls and waves that can be made use of on and off the packaging. The structure refresh can make Cantu a beacon in the hair care aisle – the go-to model that celebrates all curls.”

The brand’s new packaging will make its debut in the new omni-channel campaign “As You Are”,  made by award-profitable lifestyle and life-style company, Cashmere, which champions women of all ages and adult males with all curl forms to embrace each and every stage of their type evolution. Whether or not a significant chop or blowout, Cantu is declaring splendor is liberty to rock any design and style they want – in any way – as celebrated in the campaign  that aims to redefine regular attractiveness norms.

“Our target is constantly to evolve our brand name just as our shoppers evolve but in a way that nonetheless stays legitimate to our core identification that our loyal client foundation is aware and enjoys,” suggests Dametria Kinsley, Vice President of Worldwide Marketing and advertising at Cantu.

Enjoy the full As You Are campaign video clip and Cantu’s celebration of showing up as your genuine self and continue to be related with Cantu Natural beauty on Instagram, Fb, and Twitter or stop by them at

It is Cantu Beauty’s mission to celebrate you in all your glory. Whether you might be rocking coils, curls, waves, or straight tresses, Cantu patterns merchandise specifically with you and your hair’s versatility in brain. Cantu’s collection of award-successful products is impressed by beautifully textured hair to help you obtain any look you motivation. With a just one-of-a-form components, Cantu will help obtain all the things from cutting-edge seems to be to vintage models. Cantu Attractiveness is a section of PDC Wellness & Private Care. For more information and facts, visit

MEDIA Make contact with
Brianna Cameron, Reddish
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Source Cantu Attractiveness

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