Smooth Headcare
Smooth Headcare is a new brand developed to address the unique needs of people without hair, providing high-quality products and promoting a message of confidence and self-care. The project was part of Unilever’s Innovation Lab, focusing on fast-to-market brand testing and agile product development.
INNOVATION LAB
BRAND DESIGN
ART DIRECTION
PACKAGING
Context on the Innovation Lab - The Uncovery
Unilever came to Anomaly with a new model to build. Instead of spending big bucks buying brands that might not perform well, they decided to shift the way they were approaching new products by creating them themselves, with Anomaly’s help. The challenge was for us to help them building this model from scratch, from business and product development to branding and launching brand new products. All of this with the speed that Unilever allows us to go with.
Design Process - Fast & Furious
Through series of strategic and design workshop and sprints, we have fast tracked their process and created a pipeline that allows us to test up to 6 new products per quarters.
These products’ MVPs are fully developed in collaboration with Unilever, from what the product is to what the product looks like. From innovation sprint, to MVP, to seed, to launch.
Smooth Headcare
The Challenge
Develop a relatable, empowering brand for people embracing their hair-free appearance.
Made for the Hair-Free
Being bald can often leave you feeling inhibited, ashamed and self-conscious. Everything we do is about reimagining what it means to be bald, so you can reclaim the pride in your hair-free head.
This is why we have created a new category in the beauty market: Luxe headcare a brand who defends the right to luxe headcare for all hair-free heads.
Smooth headcare, an ally to those with pride in their hair-free head. We want all hair free heads to be cherished, loved, championed and cared for. We want all those with hairfree heads to stand tall, step forward and celebrate the power in ‘owning’ their hair free head.
The Idea
Balancing strength with empathy to create a brand that celebrates self-care for the hair-free heads.
Softness and Strength
The branding of Smooth Headcare rests on a visual tension between hard and soft, strong and self-indulging.
The art direction focuses on wellbeing, to celebrate the moment of self-care for the hair-free. The sculptural shapes of the bodies helps emphasis the beauty of a hair-free head, bringing confidence to the audience.
The graphic elements of the brand, are here to counterbalance the roundness and add structure and strength. In this way, we can also communicate the potency of the products as well as making sure to appeal to a broad audience.
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Clients: Unilever
Agency: Anomaly
Creative Direction: Camille Yin, Alex Grinton
Art Direction: Camille Yin
Design: Jo Miller
Copy: Anya Driscoll
