Lab Series, a pioneer in men’s skincare, has had a '360 degree upgrade'. All the brand's packaging has been redesigned with the consumer in mind to be functional, modern, and easy to navigate with clear product benefits and ingredients callouts on pack. Six new product series targeted to the most common male skincare concerns are colour coded based on the benefits of the products for instant recognition: Daily Rescue, All-in-One, Oil Control, Anti-aging MAX LS, Grooming, and Instant Fix. A new, sleeker logo ties it all together.
New sustainability measures include: more than half of packaging by weight will be recyclable, refillable, reusable, recycled or recoverable with the goal to reach 75% by 2025. More than half of the new packaging contains a minimum of 20% recycled content. 100% of cartons will be recyclable and are made using FSC-certified paperboard.
The Max LS Weightless Anti-Aging Water Lotion has been reformulated with Youth Renewing technology and powerful ferments to condition and recharge skin after cleansing, leaving it smoother and younger-looking.
Lab Series has also launched a new e-commerce experience featuring the exclusive 'Lab Series Skin Diagnostic'—a personalised online skin analysing tool that provides consumers with private, customised advice at their fingertips. Activated using a smartphone with an uploaded selfie, the skin diagnostic uses Artificial Intelligence (AI) to provide a personalised skin report mapping six main skin concerns and providing customised product recommendations.
The new Lab Series digital experience is available now, followed by the Skin Diagnostic in early 2022.
TheChicGeek says, "Lab Series was one of the first premium men's grooming brands, started in 1987 by Estée Lauder Companies Inc. This new rebrand feels contemporary and fresh, while still recognisably Lab Series. The range is extensive - maybe still a little too large? (Below) - but they'll be something here for everybody.
The new imagery is less chiselled and more inclusive. Men's grooming brands can be softer today and less stamping of masculinity. This new look feels modern and while retaining the science we've come to expect from Lab Series. The personalised Skin Diagnostic tool sounds like it has potential and will help to navigate the products. I will be testing the reformulated Max LS Weightless Anti-Aging Water Lotion."