NIOXIN Purifying Exfoliator
NIOXIN Purifying Exfoliator Launch Campaign
Concepting, Art Direction, & BTS Photography
Using Nioxin’s new product Purifying Exfoliator, we were tasked with creating a full campaign to promote the new product. From conceptualizing the idea, to putting on a production, to editing assets for social, we handled this campaign start to finish. Pieces created include; instructional step by step videos, individual key visuals and product shots, social media assets
The final mood board created to showcase the overall look and feel we wanted the production to have. Highlighting the feelings, sensations, and expressions that using NIOXIN gives you while using it, such as “Tingly” or “Zingy”.
The look and feel we originally created for our social assets. We wanted to incorporate the use of a soft blue to both compliment the product’s packaging, and bring a softer, lighter look. Also making sure the focus was on the person using the product, their mood/reactions, and their feeling.
The culmination of all assets into a completed ecosystem of how they would all work together. Assets ranging from social media ads, a trade ad is shown in Sky Mall, the amazon storefront, and in-store print displays for stores like Ulta.
The Concept // The Execution
Wanting to put a focus on the emotions and feelings behind these products, which are used with ingredients that “tingle” the scalp while using.
Instead of focusing on purely results-driven benefits, Nioxin is taking the lead in the emotional, sensory feeling of a healthier scalp. Developed with stand-out technology, we still offer the thicker, fuller hair that we’ve always promised. But now, we’re tapping into exactly what our products feel like so you know what you’re getting before you purchase, making the selection process far more personalized.
Official Key Visuals from Shoot
Additional Photography
CREDITS
Art Direction: Sia Demehri
Creative Direction: Fabrice Policella
Photographer: Remy Tortosa
BTS Photographer: Me
Editor: Patrick Naughter
Copywriter: James Arnett