A thorough competitive analysis of brand imagery in the hair care industry was conducted to define what exists in the marketplace and how to differentiate the Paul Mitchell brand. Once the art direction was determined, photographers were interviewed who are at the top of their game in the hair category, which is very specific.
The casting process was very rigorous in order to find a diverse range of models who represented our customers on a global level. Storyboards were created for hair styles, each representing a different category of hair care products which included Curls, Blonde, Color Care, Smooth, Dry Shampoo, Volume, Moisture, and Clarifying.
Photography and lighting bring extreme focus on the shine and natural movement of the hair, which conveys a sense of authority, luxury, and beauty. Wardrobe and makeup were kept very natural and minimal, with a neutral color palette to keep the focus on the hair.