2009

BERGMAN ASSOCIATES HAS SIGNED A NEW MULTI-YEAR CONTRACT WITH THE L'OREAL GROUP— FOR THE WORLDWIDE CREATIVE DIRECTION (ADVERTISING, PACKAGE DESIGN AND BRANDING) OF THE PARIS BASED BEAUTY COMPANY'S REDKEN AND PUREOLOGY BRANDS.


FEB 2009

SIX-PAGE FEATURE ARTICLE ON BERGMAN ASSOCIATES AND INTERVIEW OF ROBERT BERGMAN IN PLUS 81 MAGAZINE (JAPAN) VOLUME 43, TYPOGRAPHY EDITION. (DOWNLOAD PDF OF ARTICLE)




JAN 2009

BERGMAN ASSOCIATES RECEIVES THREE AMERICAN PACKAGE DESIGN AWARDS: FOR SHU UEMURA STYLING PRODUCTS PACKAGING, SHU UEMURA HAIRCARE SECONDARY PACKAGING AND REDKEN FOR MEN'S NEW PACKAGING.




OCT 2008

SHU UEMURA PRODUCTS DESIGNED BY BERGMAN ASSOCIATES AWARDED LE PRIX D'EXCELLENCE DE LA BEAUTÉ: LE PALMARÈS: 2008




FEB 2008

BERGMAN ASSOCIATES FEATURED IN COMMUNICATION ARTS MAGAZINE:

“WE WERE COMMISSIONED TO DESIGN TWO NEW PRODUCT LINES FOR THE TOKYO-BASED SHU UEMURA BRAND (KNOWN FOR ITS COSMETICS AND SKINCARE PRODUCTS), COMPRISING THE BRAND’S FIRST HAIRCARE PRODUCTS,” CREATIVE DIRECTOR ROBERT BERGMAN SAID. “WE CREATED THE SHU UEMURA LINES TO BE AS CLOSE TO FINE ART AS A CONSUMER PRODUCTS CAN BE, FROM THE SEAMLESS WAY THE TYPOGRAPHY WRAPS AROUND THE BOTTLES, TO THE MORPHING, REFLECTING AND REFRACTING OF THE TYPOGRAPHY AS THE TRANSLUCENT BOTTLES ARE TURNED." —COMMUNICATION ARTS




FEB 2008

BERGMAN ASSOCIATES FEATURED IN PACKAGE DESIGN MAGAZINE:

"ROBERT BERGMAN DEFINES LUXURY BEAUTY OF L'ORÉAL PROFESSIONNEL AND SHU UEMURA"
"DESIGNER ROBERT BERGMAN DIVIDES HIS TIME BETWEEN HIS AGENCY, BERGMAN ASSOCIATES, AND AN OFFICE AT L'ORÉAL'S MIDTOWN NEW YORK HEADQUARTERS. LAST YEAR, HE WAS WORKING ON FIVE L'ORÉAL BRANDS SIMULTANEOUSLY WHILE ALSO RUNNING HIS OWN AGENCY. PRIOR TO REDEFINING THE BRAND NEW HAIR STYLING LINES FOR L'ORÉAL PROFESSIONNEL AND SHU UEMURA, BERGMAN REVAMPED L'ORÉAL'S MAYBELLINE BRAND.

FOR MAYBELLINE, L'ORÉAL'S CEO, JEAN-PAUL AGON, ASKED BERGMAN TO REDESIGN, UPGRADE, AND MODERNIZE HIS GLOBAL BRAND. BERGMAN FIRST REDESIGNED THE TYPOGRAPHY AND SHAPE ON ALL MAYBELLINE PACKAGES BECAUSE THE BRAND PREVIOUSLY HAD HUNDREDS OF SUB-BRAND LOGOS IN DIFFERENT STYLES, FONTS, AND TYPOGRAPHIC PERSONALITIES. THEN BERGMAN STANDARDIZED THE LOGOS ACROSS ALL MAYBELLINE PROMOTIONAL MATERIAL SIGNAGE AND WORKED WITH MAYBELLINE'S ADVERTISING AGENCY TO MODERNIZE THE BRAND'S PHOTOGRAPHIC STYLE, TYPOGRAPHY, AND AD LAYOUTS. "IT WAS A SUPER-EXCITING CHALLENGE TO REDESIGN THE WORLD'S NO. 1 COSMETICS BRAND," SAYS BERGMAN. "THE PRODUCTS TOUCH SO MANY PEOPLE—BRINGING DESIGN DIRECTLY TO SO MANY LIVES—IT WAS A CREATIVE DIRECTOR'S DREAM PROJECT."

BERGMAN'S OBJECTIVES FOR THE MAYBELLINE REDESIGN WERE TO ACHIEVE MAXIMUM QUALITY WITH SIMPLICITY AND MODERNITY, TO ACHIEVE GREATER BRAND STRENGTH AND CONTINUITY, AND TO MAINTAIN RESPECT FOR THE BRAND'S HERITAGE.

BERGMAN'S CREATIVE VISION FOR THE BRAND'S REDESIGN IS BASED ON STRICT UNIFICATION OF ALL TYPOGRAPHY USING EXCLUSIVELY UPPERCASE LETTERS FOR HEADLINES AND PRODUCT NAMES. BERGMAN EXPLAINS THAT THE CHOICE OF UPPERCASE REFLECTS MAYBELLINE'S NEW INITIATIVES HIGHLIGHTING THE GREAT POTENTIAL THAT WOMAN HAVE IN OUR SOCIETY. "MAYBELLINE IS DEVELOPING SEVERAL INTERNATIONAL PROGRAMS SUPPORTING EMPOWERMENT OF WOMEN, AND IT MAKES SENSE THAT THE WORLD'S LARGEST COSMETICS BRAND SHOULD STAND UP FOR WOMEN, IN ALL WAYS," SAYS BERGMAN, CREDITING AGON'S TRAILBLAZING SPIRIT. "JEAN-PAUL IS AN INCREDIBLY PASSIONATE MARKETING GENIUS—AND BETTER YET, HE'S A GREAT ADVOCATE OF DESIGN."

TWO DIRECTIONS AT ONCE. FOR SHU UEMURA, BERGMAN WAS ASKED TO INVENT TWO DISTINCTIVE AND REVOLUTIONARY PACKAGING DIRECTIONS—MODERNIZING SHU UEMURA'S SIGNATURE MINIMALIST PACKAGING AND CREATING THE BRAND'S FIRST HAIR CARE PRODUCT LINES. BERGMAN ALSO DIRECTED THE LAUNCH ADVERTISING CAMPAIGN, PHOTO SHOOTS, AND THE DESIGN OF ALL COLLATERAL AND PROMOTIONAL MATERIAL FOR THE BRAND. BERGMAN DESIGNED THE PRODUCTS UNDER PERSONAL APPROVAL OF UEMURA IN TOKYO. THE PRODUCTS' BOXES ALL BEAR UEMURA'S SIGNATURE AND THE FOLLOWING QUOTE FROM UEMURA: "CREATING SOMETHING THAT IS UNIVERSALLY BEAUTIFUL, THAT IS ART." BERGMAN ALSO WORKED WITH FRENCH INDUSTRIAL DESIGNER CHRISTOPHE PILLET TO CREATE THE UNIQUE SILHOUETTE OF THE SHAMPOO AND MASQUE PACKAGING. THE NEW LINES CONSIST OF 35 LUXURY SHAMPOOS, CONDITIONERS, MASQUES, TREATMENTS, STYLING PRODUCTS, AND ACCESSORIES. FOR SHU UEMURA'S ADVERTISING PHOTO SHOOTS, BERGMAN ASSEMBLED A JAPANESE CREW AND CREATED A UNIQUE VISION OF BEAUTY INCLUDING HAIRSTYLES THAT FEATURED THE GEISHA-HAIRDRESSING TRADITION—BUT MODERNIZED. "FINDING A JAPANESE CLASSICALLY TRAINED HAIRSTYLIST WHO COULD BRING THE STYLES UP-TO-DATE WAS ACTUALLY A GREAT CHALLENGE," BERGMAN SAYS. "WE HAD TO TEST AND PASS ON MANY HAIRDRESSERS FROM JAPAN, EUROPE, AND THE U.S. IN THE END, THE PHOTOS CLEARLY ECHO THE SPIRIT OF THE BRAND-EXTREME LUXURY AND TRUE MODERN BEAUTY."

TEXTURES WITH DEPTH. PIERRE LAMPERT, U.S. GENERAL MANAGER OF THE L'ORÉAL PROFESSIONNEL LINES, EXPLAINS THAT THE TEXTURE EXPERT LINE WAS CONCEIVED TO EXPAND THEIR REPUTATION IN COLOR CARE TO THE HAIR STYLING PRODUCTS CATEGORY. ACCORDING TO LAMPERT, THE PRIMARY MESSAGE OF THE PACKAGING SHOULD BE "L'ORÉAL PROFESSIONNEL IS THE HAIR TEXTURE EXPERT" IN THE CONTEXT OF "HAUTE COUTURE STYLING EFFECTS."

THE "TE" ABBREVIATION OF TEXTURE EXPERT ON THE NEW PACKAGING IS A BRAND EVOLUTION FROM THE TECNI.ART LINE OF A PREVIOUS GENERATION. BERGMAN BELIEVES THE MODERNITY OF THE NEW PACKAGING IS A FASHION-FORWARD MESSAGE, BECAUSE IN FASHION IMAGE IS EVERYTHING. "IF YOU NEGLECT THE IMAGE IN A BEAUTY BRAND, YOU'RE REALLY NOT TAKING ADVANTAGE OF THE MARKETING POTENTIAL," SAYS BERGMAN.

BEING A BRAND NEW LINE OF 18 SKUS FOR THE "A" SALONS ONLY, THE PACKAGING HAD TO MAKE AN "ANNOUNCEMENT" OF SORTS. "IT HAD TO BE BOLD ENOUGH, STRONG ENOUGH, AND POWERFUL ENOUGH," SAYS BERGMAN. FINDING THE RIGHT COLOR COMBINATIONS WAS TIME-CONSUMING, AS THE GOAL WAS TO BOTH SEPARATE AND UNIFY THE LINES FOR THREE HAIR TYPES—FINE, MEDIUM, AND THICK. LAMPERT BELIEVES THE COLORS ARE LUXURIOUS AND CHAMPAGNE-LIKE, LOOKING EXPENSIVE BUT ALSO POSSESSING EQUILIBRIUM.

CONSUMER TESTING SHOWED THAT THE DESIGNS AND COLORS HIT THE MARK ON HAUTE COUTURE AND STYLISHNESS, AND OVER 90% OF SUBJECTS SAID THAT THEY WOULD TRY THE PRODUCT JUST ON THE BASIS OF THE IMPRESSIVE HIGH-END PACKAGING. LAMPERT SAYS THAT PACKAGING FOR THE HAIR STYLING CATEGORY HAS TO BE MORE EDGY, FUN, OR ARTISTIC BECAUSE HAIR STYLING IS MORE ABOUT INSPIRATION AND CREATIVITY. "WE WANTED THE PACKAGING TO COMMUNICATE HAUTE COUTURE STYLING WITH AN EDGE," LAMPERT SAYS." —PACKAGE DESIGN MAGAZINE


OCT 2007

BERGMAN ASSOCIATES DESIGNS A NEW BRAND FOR L'OREAL: THE TEXTURE EXPERT RANGE WILL CONSIST OF 15 SKUS AND WILL COMPLIMENT THE EXISTING BERGMAN ASSOCIATES-CREATED TECNI.ART BRAND AND SERIE EXPERT SHAMPOOS, CONDITIONERS AND TREATMENTS.




SEPT 2007

ROBERT BERGMAN SPEAKS AT THE 2007 HBA GLOBAL EXPOSITION AND EDUCATIONAL CONFERENCE:
"MEET THE DESIGNERS: WHAT YOU NEED TO KNOW ABOUT THE CREATIVE PROCESS." MODERATED BY MARIANNE KLIMCHUCK, ASSOCIATE CHAIRPERSON / PACKAGING DESIGN DEPARTMENT, FASHION INSTITUTE OF TECHNOLOGY.


SEPT 2007

BERGMAN ASSOCIATES AWARDED THE IPDA INTERNATIONAL PACKAGE DESIGN AWARD AT THE 8TH ANNUAL INTERNATIONAL PACKAGE DESIGN AWARDS (IPDA), SPONSORED BY BEAUTY PACKAGING MAGAZINE.




AUG 2007

BERGMAN ASSOCIATES: PROJECTS FOR SHU UEMURA:
SHU UEMURA HAS LAUNCHED ITS FIRST HAIRCARE PRODUCTS DESIGNED BY BERGMAN ASSOCIATES—UNTIL NOW, KNOWN ONLY FOR COSMETICS AND SKINCARE. BERGMAN ASSOCIATES IS RESPONSIBLE FOR THE DESIGN OF THE BRAND'S 24 LUXURY HAIRCARE AND STYLING PRODUCTS, AS WELL AS THE CREATION AND DIRECTION OF THE ADVERTISING AND ALL LAUNCH COLLATERAL AND PROMOTIONAL MATERIAL. THE PRODUCTS WILL BE AVAILABLE AT SHU UEMURA BOUTIQUES, SALONS AND SPAS WORLDWIDE.





AUG 2007

BERGMAN ASSOCIATES-DESIGNED PRODUCT LINE FOR L'OREAL PROFESSIONNEL ON THE COVER OF WWD.




AUG 2007

BERGMAN ASSOCIATES FEATURED IN CREATIVE REVIEW MAGAZINE.

“BEAUTY PRODUCTS AS ART. THAT'S THE RATHER GRAND AMBITION OF A NEW RANGE OF PRODUCTS FROM SHU UEMURA, THE JAPANESE-OWNED GLOBAL LUXURY SALON AND SPA BRAND. “I CREATED THE SHU UEMURA RANGES TO BE AS CLOSE TO FINE ART AS A CONSUMER PRODUCT CAN BE, CLAIMS ROBERT BERGMAN, OF NEW YORK-BASED BERGMAN ASSOCIATES, DESIGNERS OF THE PACKAGING. “IT WAS IMPORTANT TO STAY CONNECTED TO SHU UEMURA’S HISTORY OF MINIMALIST DESIGN,” HE CONTINUES. IN KEEPING WITH THE “ARTY” THEME, THE OUTER BOXES OF THE NEW PRODUCTS ARE “SIGNED” BY MR UEMURA HIMSELF AND BEAR THE FOLLOWING QUOTE: “CREATING SOMETHING THAT IS UNIVERSALLY BEAUTIFUL, THAT IS ART.” —CREATIVE REVIEW, UK




2007

BERGMAN ASSOCIATES MODERNIZES THE MAYBELLINE BRAND:
L'OREAL'S PARIS-BASED C.E.O. JEAN-PAUL AGON COMMISSIONED BERGMAN ASSOCIATES TO MODERNIZE THE BRANDING, PACKAGING AND ADVERTISING OF THE BRAND MAYBELLINE.




MAR 2007

BERGMAN ASSOCIATES-DESIGNED PRODUCT LINE FOR SHU UEMURA PREVIEWS ON THE COVER OF WWD




2006

BERGMAN ASSOCIATES DESIGNS THE HAIRCARE OF L'OREAL:
VIVE PRO BECOMES THE HAIRCARE OFFERING FOR L'OREAL. THE PROJECT TO REBRAND "VIVE" INCLUDED PACKAGING DESIGN, BRANDING AND BRAND STANDARDS CREATION. THE RANGE CONTAINS 45 PRODUCTS INCLUDING SHAMPOOS, CONDITIONERS, AND LEAVE-IN TREATMENTS. THE FULL LINE CAN BE SEEN AT WWW.VIVEPRO.COM




NOV 2006

BERGMAN ASSOCIATES' CREATIVE DIRECTOR SPEAKS AT THE EMBALLAGE WORLD EXHIBITION IN PARIS: ROBERT BERGMAN WAS INVITED TO SPEAK ON BRAND INNOVATION AND MODERNIZATION— «LES PRODUITS DE BEAUTE: DE L'INNOVATION A LA MODERNISATION» AT THE 2006 CONGRES PACK.VISION / EMBALLAGE WORLD EXHIBITION IN PARIS.