L'Oréal Elvive Growth Booster

To announce their new line of breakthrough hair growth products, L'Oreal tapped us to helm a launch film + asset library for the Elvive Growth Booster.

This launch coincides with a new chapter in the beauty conglomerate's POV on beauty, now with extra emphasis on technological advancement and innovation.

Reinventing beauty (for all)

Hair loss doesn't just happen for male-identifying folks. Gender inclusivity set the foundation for our visual language explorations. Science was key—while avoiding anything too clinical.

To highlight the innovation behind the formulation, we were inspired by natural materials to connote ingredient properties. Pearlescent textures symbolized nourishment. Chrome represented the strength of the aminexil: a Nobel-inspired discovery that fortifies the new hair in its most vulnerable early stages.

Under the skin

To depict how the formula interacts with the scalp and follicle, we enter a moody environment that demonstrates the energizing action and stimulation. While our motion was entirely inspired by biomimetics, we took a more metaphorical approach in design to keep things beautiful yet informative.

Product architecture

A product as innovative as this one deserves to be spotlit in an unexpected way. Instead of relying on your traditional single product hero composition, we mirrored the scalp activation metaphor with dozens of products for an editorial look and feel.