Color Me Up’s recycled structural packaging comes in a shade of natural skin tones, representative of broader consumer ethnicity and allowing for pairings of hair colour to compliment different skin colors. It’s a colorful world after all - a message which is reinforced on the top of the tube packaging, celebrating differences in terms of both skin tones as well as hair colour choice. Navigation is made simple with the cardboard ribbon colored hair pieces attached to the inner tube of the packaging, providing consumers with a large color reference in store and supported by a clear variant number system. The consistent use of the red lips on pack serves as both a visual reference to a face for added stand out on shelf, as well as a globally recognised symbol of strength, power and pride.