THE CHALLENGE —

After successfully bringing customization to Target's hair care aisles, Function of Beauty collaborated with Sephora to launch its PRO line.

Function of Beauty PRO is bond-repair haircare that can be customized to the consumer's needs, thanks to their booster concentrates.

The brief for this project was to keep the brand’s key elements, such as the pastel color palette, playful and fun attitude, but look credible and appeal to well-educated Sephora consumers.

My Role — 

Visual Territory
Brand Launch Campaign
Packaging Design
Visual Merchandising Design
Sephora.com Asset Design
Organic & Paid Social
Visual Communication

Art direction for model and product shoots is reflective of Function of Beauty spirit — happy, diverse and effortless, with the focus on diverse hair captured in motion, living it’s life and not too styled or posey.

Product photography is playful and educational, with rigged product imagery showcasing the customization process. Accompanied by “levitating” ingredients, the photography style is simple and has a futuristic touch to convey PRO.

ART DIRECTION —

While following Sephora’s playbook, I led the asset creation process and handed over 200+ branded assets for the launch, including PDP tile design, assets for campaigns on the Sephora website, brand organic and paid social media assets, press and influencer collateral, events and education materials for brand ambassadors.

LAUNCH CAMPAIGN —

PACKAGING DESIGN —

Customization is made possible with booster concentrates, that can be added to the products to address the unique needs of every consumer. Packaged in blisters that are custom-made in the shape of the brand’s monogram, the boosters are a fun and ownable element of the brand.

Each booster got a fun PRO name — from Curl Executive (for more defined curls) to Oil Heiress (for consumers with oily scalp).

Unique to the brand navigation by hair type was brought to life with dusty pastel colors assigned to each of the four hair types and brand’s hair strand turned into iconography, making the four hair types distinct enough for consumer’s ease of shopping.

Photography and Video: Aurelie Graillot, Amar Daved, John Carl, Nick Korompilas
Logo and packaging design: Do Things Agency