I always dreamt of having my own product line. However, I'm a firm believer that you must have a successful, well-established business before launching a product. The time is now because we've gone from strength to strength, reaching a plateau that has allowed us to enter this very competitive market. For me it's very important that we control everything in-house at Arrojo. I truly believe this ensures the integrity of everything we do, and gives us the best chance of continued success in the future. For five years we've been working towards this goal so I'm very proud the packaging design, the copy and the colors were all created at the Arrojo Creative Offices, while the product benefits and the fragrances were both tested by our team before anyone else.
Really, the concept was simple: to create products that would be easy to understand - we want the consumer to be able to pick it up and know exactly what it does inside ten seconds and, as hairdressers working on the salon floor everyday, it had to match our own high expectations of product performance. We rigorously tested and refined each formula until we were completely happy. Previously Iíve assisted Aveda, KMS and Wella with their own product development, so it was great to put these experiences into Arrojo Product. As for the packaging design, I see it as a reflection of the Arrojo Brand youthful, modern and direct with a fuss-free simplicity.