Hair Oil Product Launch | Creative Director, Packaging Development and Launch Campaign

At the end of January 2022, Hairstory launched Hair Oil, our first new product in 4 years. As Head of Design, I led the team in developing all visual assets including: product packaging, photography art direction and post-production, pre-launch swag boxes to brand ambassadors, and design of digital assets across all channels.

Hair Oil was Hairstory’s first refillable styling product and kicked off our goal to roll out refillable versions of our most popular products in 2022. Because of this company evolution, I wanted to bring a new level of elegance and refinement to Hair Oil’s packaging and marketing while connecting back to our established product line and branding. Photographs and marketing assets were then created to show the distinct elegance of the packaging, treating the bottle as a precious object worthy of keeping and reusing for years.

I worked closely with our marketing and product development teams to create our launch timeline and strategy. Because of a surprise opportunity for a large feature with India Knight in The Sunday Times, I prepared creative and enabled Hairstory to launch ahead of schedule. In addition to the Sunday Times, Hair Oil was featured in Vogue, Vanity Fair, and other publications. Hairstory reached our selling target goal of 10,000 units in the first three months of launch.