All of Promise’s key people have previously worked on new products. But none of them ever put as much heart and soul into any of those products. This time they could do everything just how they wanted and how they saw fit. Hundreds of hours have been spent on the package visuals and texts alone. Some might ask, Why? Well, because they could. No one was standing by with a stopwatch telling them that’s enough now. They burned the midnight oil and sometimes got their knickers in a twist, but it has been a blast and a success.

With more time spent on packaging than it took to build St. Isaac’s Church, the products naturally had to be spot on. In our R&D, we had the honour of working with Cutrin, a Finnish company with long traditions and great significance to Finnish hair cosmetics. Cutrin’s product development, characterised by top experts and an uncompromising attitude, did justice to our packaging. Sometimes, of course, it felt like we wanted the impossible. How could we be cost-appealing but at the same time as high quality and effective as much more expensive competitors? We needed a passionate development team, testing, new formulations, more testing, and serious discussions. Even better formulas, many late nights – and finally, unbridled joy when we succeeded!

Although passion was our driving force throughout it all, we wanted to ensure that buyers would be interested, so we researched the concept and the packaging in advance.