HASK, also known as Hair and Skin Kindness, has proudly introduced a fresh visual identity and a global brand revamp that underscores its enduring dedication to developing clean beauty products tailored for every hair type. Founded in 1946, HASK has established itself as a global leader in the beauty industry, offering a range of reparative hair care products crafted under strict clean beauty and sustainability standards.
Introducing “Repair with Care”
The refreshed brand identity introduces the campaign “Repair with Care,” which reimagines HASK’s rich heritage. This initiative is supported by a comprehensive global marketing campaign that taps into consumers’ self-care rituals. The refreshed aesthetic will be showcased through updated packaging, social media platforms, digital ads, partnerships with creators, and a newly redesigned HASK website. Inspired by HASK’s renowned reparative hair treatments, the “Repair with Care” initiative aims to enhance restorative self-care moments and promote mindful hair care rituals for all.
A Commitment to Self-Care
“We are genuinely excited to introduce our global brand refresh and strengthen our presence in the UK market with our new “Repair with Care” campaign,” said Caroline Millichope, General Manager for the EMEA region. “With a contemporary new look and focus on hair treatment and repair, along with clean beauty formulations that prioritise product efficacy, we aim to offer our customers precious self-care moments and hair care routines they can feel good about, both inside and out.”
Sustainable Practices and Innovations
The brand’s new logo showcases a modern typeface that encapsulates its core values. While HASK’s iconic amber bottles remain, updated packaging labels enhance product visibility for consumers, both in-store and online. HASK is committed to sustainability, embracing eco-friendly packaging innovations that include formula upgrades and the use of 100% PCR plastic bottles, saving an estimated 500 tons of virgin plastic annually. Additionally, HASK utilises wind-powered paperboard for displays and packaging, features vegan collections, and has eliminated silicones to improve YUKA scores.
Elevating the Consumer Experience
HASK’s brand refresh is designed not just to update its visual identity, but also to enhance the overall consumer experience. The “Repair with Care” campaign reinforces HASK’s dedication to providing high-quality hair care solutions that cater to the needs of various hair types. By focusing on self-care rituals, the brand aims to empower consumers to take control of their hair health and embrace the joy of effective hair care.
A Vision for the Future
As HASK moves forward with its revitalised brand identity, the company is poised to expand its reach and impact within the beauty industry. The brand’s commitment to clean beauty and sustainability will remain at the forefront of its operations. HASK aims to lead by example, inspiring other brands to adopt environmentally friendly practices while delivering exceptional products to consumers.
Setting Legacy as a Leader
HASK’s new look and global brand refresh signify a pivotal moment in the company’s journey, reinforcing its commitment to clean beauty and customer satisfaction. With a focus on self-care, sustainability, and innovative hair care solutions, HASK is set to continue its legacy as a leader in the beauty industry.
