Mise-en-scène has launched a styling care product called ‘Magic Straight’, based on patented technology, which helps straight
hair styling. This product was developed in response to the strong demand for straight hair styling from the customers.
We aim to share the journey of exploring numerous colors and textures to create the core logic of the new styling line.
CONCEPT
Perfect Serum focuses on the environment in which the product is used, featuring a restrained look with minimal decorative elements.
The minimalist, angular lines become softer and more curved toward the back, showcasing delicate craftsmanship.
This project was an important task to determine the scope of change the new line should take while considering the logic of Perfect Serum.
As a new styling line is launched for Perfect Serum, we aimed to directly incorporate the key message of “smooth, sleek styling” into the design by expanding the range of colors used and adding post-processing to create a dynamic image, resulting in a design look that highlights the styling.
The target users of this product are believed to be passionate about self-styling, trend-conscious, and inclined toward dynamic attitudes such as being attention-seeking, radiant, and glamorous.
To incorporate elements users can relate to, we drew inspiration from fashion trends closely associated with the SLEEK trend.
We extracted colors and textures from balletcore and glass beauty to convey a unique and stylish impression that is distinctively Magic Straight.
COLOR AND TEXTURE
The pearl particles in the formula create a dynamic, shimmering effect that changes with the light, giving an abstract and dreamlike impression.
The container also features a glittery texture, enhancing the pearl effect and conveying the product’s key message of “shimmering straight hair” in an intuitive and impactful way.
Considering that the product’s initial launch channels may attract a younger demographic, a slightly more youthful shade of purple was selected exclusively for Magic Straight.
▲ Perfect Magic Straight Serum Formula
COLORING
To achieve the desired color for Magic Straight, over 10 shades of purple were layered with multiple stages of opacity. A six-step coloring process was completed through an intense and meticulous procedure.
COLORING
To achieve the desired color for Magic Straight, over 10 shades of purple were layered with multiple stages of opacity. A six-step coloring process was completed through an intense and meticulous procedure.
VISUAL
“PERFECT STRAIGHT”
The visual design of the Magic Straight line builds on
the existing Mijin Perfect Line damage care series,
emphasizing its functional qualities as a straightening
solution in a clear and communicative way. By utilizing
metallic or sturdy line elements, the linear feel of
straight hair is intuitively expressed, and a cool
contrast adds volume, maximizing the product’s
unique charm through the “Aurora” pearl particles.
Each product’s unique attributes were highlighted in
distinct, intuitive, and impactful ways. The shampoo’s
function of creating smooth and calm hair was
expressed using thin metallic material, while the
treatment’s function of straightening and adding shine
both inside and out was portrayed using thick material
lines to convey a sense of strength. Additionally, the
serum’s function of adding shine was captured using
thin, transparent material and a glowing light effect.
The product shots shown alongside the formulation
were designed with high online usability in mind, using a
solid background combined with multiple-angle shots of
the formula to emphasize texture and visual appeal.
