Féria by L'Oréal

To revitalize L’Oréal’s iconic Féria haircolor range to better connect with a younger, trend-conscious audience. Targeting women aged 25–35, the goal was to modernize the brand and redesign to communicate Féria’s promise of bold, vibrant, and ultra-intense color while delivering a fresh, youthful appeal.

The strategy began with extensive research into beauty trends, color storytelling, and youth-driven aesthetics to establish a more contemporary direction. Féria was repositioned as a bold, expressive brand that celebrates individuality and high-impact color. The team focused on creating a visual identity that radiates vibrancy and attitude while standing apart within L’Oréal’s wider haircolor portfolio. Every element of communication—from tone and color cues to model expression—was aligned to reflect a younger, edgier, and more rebellious audience.

The revamped Féria range introduced a striking, modern aesthetic that strongly resonates with women aged 25–35. The new logo, expressive color “Swoosh,” and attitude-driven imagery created a cohesive identity that stands out powerfully on UK shelves. The design successfully restored Féria’s relevance—reinforcing its position as a bold, youthful, and trend-forward hair color brand.

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