Alchemy Oils approached the strategy and design team at Sheridan&Co to work collaboratively in updating its bottle design to be more user friendly and appeal to new audiences, encouraging them to try out hair oiling for the first time. The objective was to explore a more luxurious visual direction that celebrated the brand’s Ayurvedic provenance, pure ingredients and promotion of self-care rituals. More importantly, the new design needed to resonate with both male and female consumers without alienating core consumers.
“Alchemy Oils appeals to a largely millennial audience whose ideas of beauty are far from the superficiality and excess of generations before them. The beauty industry is increasingly being influenced by activists fighting for more diverse representations of people from all cultural backgrounds and sexual persuasions. The acceptance of flaws and idiosyncrasies is becoming an empowering movement. Consumers have moved towards a culture of imperfection, vulnerability and diversity. This is reflected in the rise of messaging promoting an honest self-image. Alchemy Oils’ natural proposition fits well with this ethos; therefore the design solution needed to capture the zeitgeist and engage with an anti-perfectionist mentality of sorts,” says Michael Sheridan, chairman and founder of Sheridan&Co.