Nexxus Salon Care
Under the newly acquired portfolio of Unilever, I worked with Spring Studios and former British Vogue creative director Robin Derrick to develop a new vision for the hair care brand. The challenge was to convey the brand's salon roots while also highlighting its position as the most sophisticated and progressive hair salon in New York.
Digital / E-commerce / Art Direction / Branding / Photo
The new brand positioning included a updated name ‘Nexxus New York Salon Care’, updated brand guidelines, brand website and packaging all taking cues from the salon. The Tribeca salon is full of warm tones and designed to play up the brand’s restorative abilities. An emphasis in design was placed on maintaining natural light, while digital touches were added throughout, including an guided interactive mirror experience that can assess the customer’s hair, offer recommendations and maintains a profile of the customer for future visits. The interactive mirror experience had a focus around trying create on-going, repeat business for the brand.
Working with Robin Broadbent, we also created upscale salon-worthy still life photos and liquid motion studies as brand assets. These assets were used for the global advertising campaign ‘For hair that lives to move’.
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