Redken, a L’Oreal company, has won the PCD Congress packaging innovation award in the Hygiene & Hair Care category for its VariBlend-powered Blonde Idol Custom-Tone daily conditioner, a dual-dispenser format that delivers a six-step custom-blend regimen. VariBlend is known for the manufacture of custom-blending, dual-dispensing technology.
 
PCD (Packaging Perfumes, Cosmetics & Design) Congress’ jury of independent journalists and packaging experts selected Redken’s new conditioners for the international innovation award. 
 
“Congratulations to Redken for this accomplishment,” said Robert Brands, president and CEO of VariBlend.  “The jury’s selection of Redken’s innovative packaging platform, our first partnership with Redken, demonstrates the international appeal of custom-blending technology that delivers true added value to customers and consumers alike.”
 
The six-position, custom-blending design of the VariBlend system allows end-users to design a personalized six-week hair regimen by simply turning the dispenser head one stop each week to gradually dial in more color.  The dispenser’s design, therefore, holds tremendous appeal for brand owners in a variety of “regimen-based” product categories that deliver a different multi-element formula over time.  In addition to hair care, such categories include skin care, sunless tanning, and more.