After modernizing its product formulations and packaging, the heritage brand Guhl needed a new visual identity for social media, the web, and PR.

The still-life campaign featured on gosee.news was photographed by Marcel Frommer, with post-production handled by ONE HUNDRED BERLIN.

Since 2022, Guhl’s packaging has consisted of 99% recycled material; however, the brand had not yet achieved full recyclability for its shampoo packaging.

The challenge: Labels featuring white screen printing were too heavy to be completely separated from the PET during the recycling process. Following extensive analysis, rigorous testing, and collaboration with recycling partners, the packaging team at the European research labs developed a solution: the bottles now feature a white label film with a wash-off adhesive, enabling thorough separation during the washing process. The PET sinks while the label material floats to the surface, ensuring complete recyclability.

Naturally, all new formulations remain vegan and contain no ingredients of animal origin.

"Thanks to the teams' persistence, openness, and innovative approach, the Guhl product range is now perfectly positioned for the brand's next chapter—while remaining true to its core values: high product efficacy, a unique sensory experience, and visible results for the hair." GUHL.

The Kao Corporation—a long-established international consumer goods and cosmetics giant founded in 1887 and headquartered in Tokyo, Japan—is the driving force behind Guhl’s sustainable transformation and new aesthetic. The transparency and rPET strategy implemented by Guhl is part of an ambitious, group-wide sustainability roadmap known as the "Kirei Lifestyle Plan."

According to international rankings, Kao has been among the world's top-rated major corporations in terms of ethical and environmental performance for nearly two decades.

CREDITS

Photographer: Marcel Frommer

Client: Kao Corporation

Production: 27 KM

Light: Paul Skulimma

Set Design: Eugenio Perrazzo

Digital Assistant: Stefan Höferlin

Finishing by One Hundred Berlin