Michiru

Unilever approached us to develop a new haircare brand that would address Chinese women’s concerns and turn scalp treatment into holistic beauty care.

The Tension

As we grow older, beauty becomes more transient and fleeting while life becomes more abundant and bountiful. Hair fall and scalp issues carry a stigma and impact the way women express their femininity. We challenged those stereotypes and turned them into opportunities for women to embrace their authentic selves.

The Power

The brand expression we created for Michiru is centred around the Japanese Art of Balance, called Ikebana. It embraces the duality that represents the multifaceted consumer. With Michiru, we created a new sub-category where scalp treatment becomes a fresh and holistic beauty care ritual, inspiring consumers to define beauty on their own terms.