Words: Josh Lee
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Ever since its debut in 2007, Bulldog Skincare has been a firm fixture in men’s bathroom cabinets across the globe, with such high reverence resulting from its fuss-free line of goods that not only cater to a wide spectrum of grooming needs – from shaving to skincare – but also unlock the true potential of natural origin ingredients, such as aloe vera.
The range of products is comprehensive and extensive, and of particular note is the always-classic Original Moisturiser, which softens complexions, absorbs rapidly, and delivers 24-hour-long hydration; and the Original Shave Gel – a Gentleman’s Journal favourite – is created with a formula that facilitates an easy glide for any razor, leaving the skin feeling smooth and clean.
But besides the considered elixirs, Bulldog Skincare has also achieved a celebrated status for its aesthetic, which is as simple and straightforward as the product it holds. And, rather appropriately, given its leading role in the industry, the brand has had its own little refresh, with a new, more refined appearance that helps revitalise the look of the range, as well as provide an even greener emphasis on the production of its iconic white tubes.
When it comes to the look, the DNA of the white packaging remains, but there is further clarity on what each product comprises, with hero ingredients, product benefits and colour banding (green symbolises the Original line, and blue for Sensitive, for example) introduced, in order to allow consumers to easily find their way through the ranges and understand which item is best suited for their skin type or concern. Information that delineates the levels of natural origin ingredients, as well as a sustainability message, are incorporated, too, so that a full picture of the product’s benefits is given.
Take the Original Face Wash, for example, which comprises 94% natural origin ingredients, including aloe vera, and helps to polish and refresh skin. There’s also the vibrant Lemon & Bergamot Shower Gel, which now reminds consumers that it is specially designed to gently cleanse while being made using 100% natural fragrances.
Equally as important to the update is that the brand has improved the sustainable credibility of the packaging: each item utilises recycled materials (notably, at least 62% post-consumer recycled plastic is used); is 100% recyclable; and has also been light weighted in order to save 16% plastic.
In a statement about the new style, James Barnes, General Manager at Bulldog Skincare, said: “With this redesign, we wanted to improve our packaging from both a design and sustainability point of view. Taking positive steps forward that benefit our consumers and the planet is central to everything we do at Bulldog, and this redesign was very much part of that journey.”
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