In October 2024, LABO-H developed and launched two products aimed at addressing problematic scalp concerns such as dandruff,akiness,
and itching: the ‘Dandruff Clinic Shampoo’ and ‘Dandruff Clinic Water Scaler.’ These products are designed to be used by anyone,
regardless of gender or age, moving beyond the traditional perception that dandruff care is a male concern. By stepping away from dark,
masculine designs and emphasizing low-irritant and gentle properties, LABO-H has strengthened its expertise in scalp care. As a specialized
brand addressing various scalp issues, LABO-H has solidified its position and proposes a dandruff care routine focused on improving
fundamental dandruff problems.
Project Goal
The mission of this project is to strengthen the brand identity based on technical expertise as a scalp expert.
Additionally, the goal is to move beyond the existing niche target of seborrheic dermatitis and establish the product in the market as a daily dandruff care product regardless of gender or age.
To achieve this, we have streamlined unnecessary product lines and expanded our portfolio to enhance our differentiated expertise.
Furthermore, targeting women, the main customer base of sales channels, and communicating a neutral and feminine design code was a key challenge.
“Therefore, the design objectives can be defined as follows:
1. Maintain the image of a scalp expert and technical expertise.
2. Convey the dandruff care concept intuitively.
3. Shift the target audience from a masculine image to a neutral code.”
Product Design
This project involved extensive consideration of color selection to maintain Labo H’s identity while expressing low-irritation daily dandruff care.
We departed from the traditional dark blue color associated with masculinity and applied a unique color code exclusive to Dandruff Clinic to convey a neutral yet premium feel.
In this process, we utilized natural colors that evoke purity, soothing, and calmness, along with a clear and transparent texture to convey a professional and functional image.
To differentiate the product online, we matched the cap and container colors in a tone-on-tone scheme, designing them to appear as a single object rather than separate parts.
We developed two new product designs—shampoo and scaler—and partially exposed the contents to intuitively convey each product’s attributes.
Specifically, the scaler features a pointed cap to suggest an intuitive usage method.
Visual & Web
In addition to product design, we developed the dedicated product page and content for Labo H Dandruff Clinic.
While adhering to Labo H’s brand logic, we aimed to showcase the story developed in collaboration with Director Pai, a cosmetic ingredient expert and beauty YouTuber.
To highlight Labo H’s unique personality—serious yet fun and quirky—we created a new character for Director Pai.
Under the concept of “a professional researcher sent to the scalp world,” Director Pai takes on the role of a researcher who explores dandruff issues with a fresh perspective and meticulous attention to detail, analyzing scalp conditions with a cool, analytical eye.
This approach allows us to visually convey the concept of “a beautiful scalp world free from dandruff” while effectively communicating that Labo H offers more than just basic dandruff care—it provides a professional and innovative solution.
Labo H X Director Pai
“A professional researcher sent to the scalp world”
“A beautiful scalp world where dandruff has disappeared”
We aimed to transform the negative theme of dandruff into a cool and positive image using sensory visuals and objects.
To represent dandruff, we set a clean laboratory with a white base as the background and used a circular object that seems to envelop and disappear into the air, suggesting a scene where the scalp environment is in balance.
COLOR
The color theme that runs through the visuals and detailed pages has been developed from the pastel tones of Dandruff Clinic products into a fluorescent mint color.
The fluorescent mint color evokes the image of a highlighter used in research reports online, creating a young and unique mood.
It maintains harmony with the existing pastel tones while simultaneously conveying distinctiveness and freshness.
Dandruff Clinic Shampoo Visual Cut
Dandruff Clinic
Water Scaler Visual Cut
3D VIDEO
We developed a 3D animation video that intuitively demonstrates the technology on the detailed page.
This video explains the mechanism of Labo H’s core technology, the microbiome technology, which acts on dry and flaky scalp to remove and prevent dandruff and dead skin cells, and block the environment that causes dandruff, thereby rebalancing the scalp environment, in an easy-to-understand and engaging manner.
Set against the backdrop of Labo H’s signature clean laboratory aesthetic, the video reinforces a clean and professional image.
Mint color is used as the accent color to highlight the brand’s color palette while maintaining visual consistency throughout.
