In dealing with men cosmetics it is important to consider nature and consumption pattern of the audience. Men are more prone to regard “The brand is I,” so they stung lie or pretense of brand, up to avoiding the use of it.
Truthfully, it is natural and understandable to talk about Japanese recipes tools for hair care — the main agency task in this project. The task is complicated by the fact that the brand will be contrary to the common market stylistics, as it will spread through the Barbershop.
The power of Japanese samurai image and the surrounding traditions has become the main line of the buyer to the brand identification and solution of the problem. At its base was established naming, shape and packaging design, as well as fashion promotional material. Positive consumer tests confirmed the correctness of the chosen stylistic line.
Creative Director: Mikhail Ankudinov
Art-director: Ilya Tumaikin
Designer: Sergey Ryadovoy
3D, retouch: Konstantin Simonov
Project manager: Anna Raskova