Purely, with intensity. Loretta Devil's new design package.
Beauty Experience Inc. (Head Office: Setagaya-ku, Tokyo; President and CEO: Toshihiro Fukui) has launched a new design package for three styling items in the men's hair care brand "Loretta DEVIL," developed in cooperation with the beauty salons "Un ami" and "GARDEN" in Harajuku, Tokyo. The new products have been available nationwide at beauty salons since November 24, 2016.
Development Objective
"Loretta DEVIL" is a men's hair care brand born from "Loretta."
With playful packaging, natural ingredients, and a pleasant feel, it appeals to stylish men and
is also popular among women.
The new packaging features three items from the "Loretta DEVIL" styling series: "Gel Wax 5.0," "Gel Wax 7.0," and "Jelly 10.0." These are popular for their gel texture that feels like wax. While retaining their original characteristics – "light texture with Devil Powder (Silica) for long-lasting style without heaviness, and natural moisturizing ingredients to condition hair during styling" – they now boast a streamlined design focused on functionality. Furthermore, the content volume has been doubled, aiming for increased customer satisfaction through ease of use and reasonable pricing.
"Loretta DEVIL" will continue to offer exciting experiences for stylish men.
Product Features
A New Sensation! Gel Texture with the Feel of Wax
Features a novel texture that combines the shine and hold of gel with the natural look and restyling ability of wax.
Long-Lasting Style Hold
Lightweight styling power that lasts without becoming heavy, perfect for stylish men!
Devil Powder (Silica) connects hair strands at points, creating a light, movable style that doesn't feel heavy over time.
Natural Ingredients Keep Hair Healthy While Maintaining Style
Contains Devil Butter*1, Honey Extract, Rice Wax, Rice Germ Oil, and Damask Rose Oil*2.
Gentle, highly moisturizing ingredients care for hair while holding your style.
*1 Astrocaryum Murumuru Seed Butter *2 Rosa Damascena Flower Oil
Commitment to the New Design
The new packaging is derived from "Hard Jelly," part of the total cosmetic brand "Loretta." "Hard Jelly" has been highly praised not only for its usability but also for its user-friendly packaging design, making it one of the consistently popular items since its launch in 2011. The new design shares the same shape as "Hard Jelly," making it easy for men to use.
The wide-mouthed jar type allows men with larger hands to easily scoop out plenty of product. The container remains clean as styling can be applied without closing the lid, allowing for refills. This highly functional design ensures the product can be used completely without difficulty.
Product Information
• (Left) Loretta DEVIL Gel Wax 5.0 240g / ¥2,000 + tax
Achieve a soft style with a gel texture!
Also recommended for creating cool and cute styles for fashion-conscious women.
• (Center) Loretta DEVIL Gel Wax 7.0 240g / ¥2,000 + tax
Create a sharp, structured style with strong hold!
Enjoy moderate movement and a light texture.
• (Right) Loretta DEVIL Jelly 10.0 240g / ¥2,000 + tax
Achieve a perfectly sculpted style with brilliant shine and ultra-strong hold that lasts!
Keeps your style intact all day long.
Beauty Experience Inc. Inquiries
Tel. 03-6757-7767
http://www.beautyexperience.com/