New York – Luxury perfumery Le Labo has launched a slimline collection of skin, body and haircare products. Unlike other perfume brands that simply translate their scents into cream form, Le Labo has developed its range around three base scents – hinoki, basil and mandarin – over five years.
The gender-neutral line was created to offer an element of simplicity to people’s bathtime regimes, and includes an all-purpose shampoo, conditioner and body lotion rather than a variety of products aimed at different skin and hair types.
The campaign imagery displays the bottles in an unidealised bathroom setting, with rusty plugholes and marked walls, giving the luxury brand a sense of the everyday. Overwhelmed by choice, consumers are looking for brands to endorse good quality essentials. For more, see our Anti-choice Architecture microtrend.