Do you want your brand to be more popular on social media?

Indie Hair has come up with a creative way to attract fans on social media – and engage a younger generation of consumers. The brand includes a hashtag symbol in all of its product names.

Indie Hair is a new hair care brand launched earlier this year by Scruples, a family-owned professional hair care company that sells its products at salons. The line includes seven hair care and styling products, and two new products are scheduled to launch in Fall 2013.

Indie Hair's 'Try Me' kit.

Indie Hair’s bright, eye-catching design, and over-sized logo, helps to set it apart from other hair styling products. And the social media elements that are integrated into its packaging design are helping to attract an online community of fans.

A Street-Art Inspired Look

Indie Hair's styling and hair care products are packaged in cans, bottles and jars, all of which are either plastic or metalized. Day-glow neon caps, and a puffy logo that looks like it could've been spray-painted onto the packaging's industrial silver finish, come together to create its eye-catching look.

"The Indie Hair logo and branding is very much tied to the world of street art or 'tagging' as we like to refer to it," explains Mia Liguori McHugh, co-president of creative for Scruples. She continues, "The look is effortlessly fresh, attention-getting and all about expressing who you are as an artist – whether it be hair, fashion, or music."

The vibrantly colored caps and dispensing closures are the packages' stand-out features. They're reminiscent of pop-art brights, in orange, yellow, blue, pink purple and green.
"The bold colors are representative of the trend of individuality, however, they also grab your attention on a store shelf," says McHugh.

Named for Social Interaction

It couldn't be any simpler for consumers to find and interact with the brand on all types of social media sites, since Indie Hair's product names were created with Twitter users in mind.

"After noticing how Twitter savvy our demographic was, we decided to also integrate the hashtag symbol as part of our packaging and product names," explains Tracy Liguori, co-president of marketing for Scruples.

She says, "Our target customers are between the ages of 18 – 30, male and female, hairdressers and consumers who want the freedom to be different by mixing products to customize their individual look."

Each Indie Hair product has a name with a hashtag, plus a description of the product's benefit.

The product lineup includes: #superfirm hairspray; #mixitstrong gel; #mixitsoft polish; #wreckit putty - clay; #round2 powder; #cleansweep shampoo_bodywash; and #untangled conditioner.