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Mieux Derma rebranding by Ryan Romanes, Floriane Jambu and Morgahna Godwin, Australia

Language of beauty

By Calum Ross 27 : 07 : 2015 Mieux Derma : Organic Beauty : Syneasthetic Selling

Australia – Luxury beauty brand Mieux Derma has been rebranded with a focus on sensory, romantic language.

Brand collaborated with creative director Ryan Romanes, art director Floriane Jambu and brand strategist Morgahna Godwin
The online beauty brand uses organic ingredients often used for Chinese medicinal purposes

Each beauty product has been given a sensory title that draws from poetry of the late 18th century and suggests the product’s texture and consistency. The cleansing exfoliant is named Grain & Grit while the gel cleanser for sensitive skin is called Silence & Stillness.

The art direction for the brand’s marketing materials takes the sensory theme further. The Misty Flora body moisturiser is photographed in a mass of fog and vegetation while Silence & Stillness floats in a pool scattered with petals and leaves.

‘In a visual sense, while there are core characteristics that define the skincare industry branding, we sought to go beyond them with a more expressive approach to art direction, product naming and written content,’ Ryan Romanes, the art director who worked on the rebranding, tells LS:N Global. ‘We approached the branding holistically and tried to imagine how individual components would look as a final image.’

The Big Picture: Sensory branding and language is a great way for beauty brands to inspire their customers. Read our Innovate on Ephemera to learn more.