The Herbal Essences AR Experience - augmented reality product packaging 

Augmented reality product packaging: the Herbal Essences AR Experience

Product packaging enhanced with augmented reality technology is bringing awareness to the plastic pollution issue in our waterways


Herbal Essences is a haircare brand that believes in real botanicals, intoxicating fragrances, and indulgent experiences that unleash the positive power of nature. Their bio:renew formulas are 90% naturally derived, and botanist approved, with real botanicals endorsed by the Royal Botanic Gardens, Kew. Herbal Essences is PETA cruelty-free and fascinated by our planet’s biodiversity.


  • Bring awareness to plastic pollution in our waterways

Each year, upwards of 8 million tons of plastic waste end up in rivers, lakes, and oceans, harming the plant and wildlife that make up these naturally diverse environments. As Herbal Essences believes in the positive power of nature and the important role biodiversity plays in keeping our planet in balance, they wanted to help raise awareness for the cause. They partnered with TerraCycle, an innovative waste management company, to drive more attention and encourage more consumers to make better choices when the products they use reach their end-of-use cycle.

The partnership involved creating recyclable shampoo and conditioner bottles made of 25% beach plastic. This AR project aimed to add rich layers of extra information related to the cause, using innovative augmented reality enhanced product packaging.


  • AR content attached to product packaging

AR app: Herbal Essences AR Experience [ Google PlayApp Store ]

Users can download the Herbal Essences AR Experience app to scan the limited-edition Beach Plastic bottles at stores or at home. Each scan triggers an AR experience that allows users to learn more about the story behind the company’s game-changing bottles made out of plastics picked up from some of the world’s dirtiest beaches.

The experience digitally displays an interactive beachscape around the bottle while displaying an informative video that speaks of the product and the plastic waste problem.

As the AR experience progresses, users see plastic waste washing up on the augmented shore and are invited to swipe the screen to help clean the oceans.

“Plastic floating in our oceans and rivers has been a recent topic for discussion and unless people work to find solutions, it stays just that—a discussion. By incorporating beach plastic into their bottles, Herbal Essences is showing that they are committed to doing something and leading by example.” 

Tom Szaky | CEO | TerraCycle


Tactic is an innovation studio situated at the convergence of design and technology. Its team of engineers and designers develop unique immersive experiences for AR and VR media as well as interactive installations, 360° video capture, game engine content, wearables, and other related technologies.



This AR feature is used to detect, track and digitally augment 2D images – ideal for augmenting customized image targets, magazines, books, user manuals, packaging, catalogs, coasters, gaming cards and much more.

Why Wikitude ?

Product packaging plays an essential role in the consumer decision and is the ideal opportunity to share not only information about the product itself but also company values. It is great to see how the Wikitude AR platform is enabling companies, of all backgrounds, to use augmented reality to take their communication to the next level.
Martin Herdina | CEO | Wikitude

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