Smooth Headcare: Redefining self-care for the hair-free
BRAND STRATEGY | VISUAL IDENTIY | NAMING | PACKAGING
Smooth Headcare set out to create a brand that empowered people to embrace their hair-free appearance.
Being bald is often associated with shame, self-consciousness, and a lack of care.
Smooth aimed to challenge that perception by creating a new category in beauty — luxe headcare — and giving hair-free individuals a brand they could feel proud of.
The idea
We positioned Smooth as an ally to those who take pride in their hair-free head. The brand celebrates self-care as an act of confidence, ownership, and joy — showing that a bald head deserves the same attention and ritual as hair
Create
The visual identity plays on the tension between softness and strength, combining sculptural, rounded forms with bold, structured graphics. Photography highlights the sculptural beauty of bald heads through confident, intimate, wellbeing-focused imagery, bringing out both vulnerability and power.
The color palette and typography reinforce this balance, refined yet approachable, indulgent yet grounded, to reflect the emotional and physical care behind the products.
In the world
The brand world comes to life across packaging, campaigns, and digital touchpoints, making luxe headcare feel aspirational and inclusive. Smooth invites people with hair-free heads to stand tall, celebrate themselves, and feel cared for in a space designed specifically for them.
-
Clients: Unilever
Agency: Anomaly
Creative Direction: Camille Yin, Alex Grinton
Art Direction: Camille Yin
Design: Jo Miller
Copy: Anya Driscoll
