P&G Beauty: Herbal Essences Hair Oil
I was the senior art director for Grey Group's Proctor & Gamble team. During my time, I worked on campaign directions for Herbal Essence's upcoming campaign launches. We worked in tandem with P&G’s lead brand and packaging teams, developing strategy, visuals, and the packaging concepts in a parallel partnership. As part of Grey's retainer account, the visuals created for Herbal Essences act as the brand's global toolkit and guidelines, distributed to internal design teams worldwide to carry out.
Senior Art Director & Designer: Loe Lee
Agency: Grey Global Group
Creative Directors: Emily Pracher & Emily Frederick
Group Creative Director: Arturo Macouzet
Herbal Essences: First-Ever Hail Oil
As Herbal Essences began development of its first-ever hair oils, we created key visuals that would serve as their ad campaign, store signage, social media, and packaging.
Key Concept: Supernatural Nourishment in every drop of hair oil.
Composites are made by combining found-imagery and P&G brand photography.
Direction 1: Oil Drop as Product
The anticipated packaging was to be a round, glass bottle with a dispenser on top. We wanted to combine the concept of the packaging and the shape of a macro-oil drop as one entity. The Macro-drop would act as a magnifier to the “supernatural” world of the active ingredient.
Direction 2: Packaging as Ingredient Magnifier
Direction Two is a more literal approach using the packaging itself as the ingredient magnifier. The packaging itself is submerged in the oil to show the richness of nutrients.
Direction 3: Packaging as Ingredient Portal
Direction Three was an exploratory direction where we were asked to incorporate the Herbal Essence portal logo. Since the logo is often used as a window to display ingredients on their shampoos and conditioners, we wanted to bring that to life on a 3D scale.
Beauty Key Visual - Direction 1 & 2
Below is the proposed direction for incorporating talent using the ingredient magnifier concept for the product. Direction 1 is a more literal approach while Direction 2 is more abstract.
Just for Fun:
Gifs on how I composited the above. At times, we only had an hour or two to mock-up concepts so I’m kind of proud of how some of these came together.
