Diagnosis
To do this, we took as a starting point the notions of contemporary luxury and the mindfulness inherent to luxury. We delved into the organoleptics of each and every core benefit that consumers seek from haircare products. We also expanded the scope of our semiotic research and fieldwork into other categories, including food, beauty, health, nature and art; and we investigated both domestic and international markets.
As a result, we were able to define desirable – and undesirable – organoleptic notions, visuals and language. These crucial insights into elevating and heightening sensorials were consolidated into a series of highly visual and encyclopaedic mood-boards. Finally, we ensured the client was able to activate our findings, and to develop new and exciting product experiences.
Methodology
- Consumer insight
- Semiotics (cultural mapping)
- Communication strategy
- Design and execution (visual language and vocabulary; creative brief for agencies)