Language of beauty

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.