MISE-EN-SCENE CURLING ESSENCE 2X
Summary
Mise en Scène Curling Essence 2X is a product that delivers both nourishment and curl definition for the hair, with an androgynous image appealing to all genders. Despite its high quality, it has been positioned at a reasonable price point, but to shift the perception of it being a “low-cost line,” the brand is making a bold transformation with a modern, matte aesthetic that’s entirely different from its previous look.
Concept
A shift from the stage to everyday life. While the original Curling Essence 2X conveyed the glamor of the spotlight with a shimmering and expressive look, the newly redesigned version adopts a minimalist and simple visual identity to reposition the product. The iconic pink and purple hues are retained, but toned down from vivid to muted, creating a calm and approachable appearance that still connects to the original line. The straightforward layout — reflecting natural charm and an honest lifestyle sensibility — improves name visibility and stands out more effectively in retail environments.
- Amorepacific Creatives
- Design
- An Yoonjung, Kim Soyoung
- BM
- Choi Jinwoo
- Development
- Kim Jihoon
- Visual
- Hyun Yejin
