Launched Soapbox’s first hair fragrance line end to end, and set a new standard for the brand.
Packaging Design
Product Launch
AI Imagery
The Brief
Soapbox was stepping into hair fragrance for the first time, launching an alcohol-free line into a crowded market. The packaging needed to look like a true hair fragrance while still feeling connected to Soapbox’s clean, core haircare.
Problem
Soapbox’s packaging had always relied on amber bottles with a white label, but the hair fragrance category looked different. To stand out on shelf and compete, the line needed to break from the brand’s usual formula without losing what made it Soapbox.
Design Intent
I wanted the line to feel like a fine fragrance, so I pitched a label-free look with frosted PET bottles in colors that match each scent, finished with cream caps and gold foil details. It took cues from the category while keeping Soapbox’s clean simplicity. With no photoshoot, I had to rely on AI image generation and Photoshop for every launch visual.
Outcome
A successful launch at Sally Beauty and online, with strong influencer reach and expansion into more retailers on the way. I designed every piece of the rollout, from PDP galleries to social, email, and an influencer box I concepted and saw through to production. The line also became the benchmark for Soapbox’s packaging, leading to a full redesign of its core stylers and treatments to match.
