éprouvage
éprouvage was a new product line in hair care with some real science behind it. Ingredients in éprouvage promote a healthier scalp and, of course, healthier hair. The challenge was to create a brand that wasn’t too “vogue” but, also, not straight out of the chemistry lab.
DESIGNING THE EXPERIENCE
In addition to a natural, accessible beauty message, we needed to convey the scientific aspects of the product – we needed to educate the consumer about the benefits of éprouvage without looking too technical.
behind the scenes
SMALL SHOP – MANY HATS
Because this was not only a website, but also a brand launch, all branding elements were needed. Mood boards, creative white board sessions and brainstorming with the client marketing department developed the basis for the brand. From those guidelines, we planned photoshoots for both product and models.
MORE FROM THE SHOOT
A full day of outdoor shooting in +100• Texas summer heat. We had 1 overheating laptop: 3+ sweating models: 10+ people in the set crew: and everyone, amazingly, kept their cool! Many thanks to Dixie Dixon and her team as well as the marketing team at macadamia professional.