The renewed Rouge Holic was a pivotal project that marked Hera’s transition from a traditionally elegant image to a younger, trendier brand identity. Developed through extensive research, the product was designed to go beyond the realm of cosmetics—emerging as a photogenic fashion item with sculptural beauty.
Concept
The primary goal of this project was to signal Hera’s new direction by renewing its signature product, Rouge Holic.
Starting with the simple foundational form of the original first-generation Hera design, the design team formed an internal TFT to restructure the elements—balancing functional needs with visually harmonious proportions and combinations. During the process of concept development and selection, the team aligned on three key criteria for the new Rouge Holic:
1. The design must be iconic, clearly reflecting Hera’s evolving brand direction.
2. It must build upon the original foundational form.
3. It should possess a level of aesthetic refinement that allows it to serve not only as a lipstick but also as a fashionable object in its own right.
We explored various combinations—circles with circles, triangles with circles, squares with circles, and squares with squares—carefully adjusting the proportions.
To find the optimal balance, all team members participated in brainstorming and held numerous discussions.
In the end, we chose a design that combines circles and squares, highlighting the contrast between curves and straight lines, as well as the harmony found where they meet.
After multiple rounds of prototyping and refining the details, the final design was completed.
Starting with the TFT planned by the team, we conducted a study on iconic forms and began transforming the sphere, triangle, and cube—basic shapes that drew attention and were inspired by the first-generation design—into a structure suitable for lipstick.
At first, a bold design featuring two overlapping circles that could stand on their sides was selected, which was an unexpected outcome. However, we ultimately determined that a simpler form would be more suitable for accommodating the diverse store environments and color variations, leading to the current shape.
To differentiate between lines with different formulations, we used gold and black as base colors, and adjusted the finishing—glossy or matte—so that each could express its own character while maintaining harmony across the lineup.
“Hera regards the city of Seoul and the people who live there as the heart of its brand, and this philosophy is always kept in mind throughout the design process.”
Seoul is a city where the old and the new coexist and evolve in layers. Within this space, contrasting elements meet, clash, and harmonize, making it a dynamic city constantly in motion. Likewise, Seoulistas embody both a clean, composed image and a trendy, ever-changing sensibility. We aimed to reflect this dual charm in the design of the new Rouge Holic.
The design evolved to express the contrast between the round body of the container and the straight, vertically extending cap, along with the elegant curves at their junction—capturing the repeated contrasts and harmonies found in both Seoul and Seoulistas.
We also aimed to differentiate this design from Hera’s well-known Sensual line, enhancing its collectible value while introducing a sense of novelty. At the same time, we maintained thoughtful connections with the existing product lines. By incorporating architectural elements, we maximized a sense of luxury, and through the smooth curves that follow the shape of the hand, we sought to convey both the strength and elegance of Seoulistas.
This design was created through the collective efforts of numerous designers who aimed to develop something that would stand out in various environments while still embodying the essence of Herada.
Given Rouge Holic’s need for a range of forms, we explored ways to achieve a unified look—whether the products are displayed together or individually—through diverse post-processing variations.
The result is a design that is both simple and sophisticated, and we are confident it will be loved by many.
The new Rouge Holic comes in two types—Rouge Holic and Rouge Holic Matte—each offering a distinct texture, which posed a design challenge.
Rouge Holic features a formula that delivers a subtle glow, as if radiating from within the lips, while Rouge Holic Matte offers a velvety matte finish.
To maintain continuity with the existing Rouge Holic, we used a slightly more classic gold as the main color, while the Matte version features a sleek black design with a matte finish.
The contrasting forms of the round container and the straight, elongated cap,
along with the graceful curve where they meet, evolved into a design that reflects the repeated contrasts and harmonies of Seoul and Seoulista.
Hera is a luxury contemporary Seoul beauty brand that defines and creates the latest trends in beauty, spreading the beauty and values of Korean women worldwide. Hera believes that Seoul beauty lies in confidently discovering and expressing one’s own unique beauty that emerges from within a bold and empowered self.
Hera Rouge Holic Project
This project began as a renewal of an iconic lipstick in the makeup category, serving as a meaningful opportunity to give concrete form to the brand image through its symbolism.
The final design successfully captured the iconic, sophisticated, and structured character of both Seoul and Seoulista, making it a highly satisfying project.
Design Key Points
The most appealing feature of the Rouge Holic design is the curved transition where the round handle—connected to the cone that holds the product—meets the straight cap.
This part opens and closes with a magnet, and we hope you’ll appreciate not only its smooth functionality but also the elegant curve where the two shapes connect.
