NIOXIN was acquired by Procter & Gamble in 2008 as the number one salon professional premium brand for thinning hair. Its key audience is hair care professionals, most of whom purchase products at shelf select stores. An evolutionary packaging redesign was needed to strengthen the NIOXIN brand image in the North American market. Dew Gibbons created a premium feel for the brand by drawing on the parallel worlds of science and beauty expertise, enhanced by a colour palette of bright colour against laboratory white. Benefits were also communicated through icons, while NIOXIN’s ‘5 Effects Promise’ demonstrated the brand’s high efficacy. The redesign appealed to stylists at the point of purchase, when selling the product to their clients and design investment was recouped in just one month. Sales for the original range increased by 109%, with an average 6% rise per unit.