René Furterer created the brand that bears his name many years ago. It has since taken on a variety of forms via the addition of tens of new products, and has also gained global status with products sold in more than 120 countries. Facing mounting competition and new players specializing in specific segments (thus having narrower ranges), the René Furterer brand had come to be seen as relatively hard to read and somewhat outdated.

We would seek to reestablish René Furterer as the leading French general hair care brand offering a natural and targeted solution for each type of hair problem. This required a significant shift toward the high end and a clarification of the brand’s qualities, range by range and product by product, to make it easier for consumers to understand them.

Dragon Rouge opted to focus on an “essential natural hair care” concept translated through the intensely green “vegetal” brand identity with a ray of light to convey performance and premium qualities. The agency recommended leveraging the name Furterer rather than René and adding a “Paris” signature. We also designed a brand architecture that structures the product offer around specific benefits and makes it easier to navigate through the range.