New hair care brand, Aura

Following a pitch, eSalon (Henkel group) has chosen to entrust Crépuscule for the creation of its custom hair care brand, Aura.

The agency designed the entire brand identity. The range contains a shampoo, a conditioner, and a mask for a very complete routine.

Each hair problematic is covered with an online quiz, allowing every woman to personalize its product depending on their needs. Thus, each product is unique: from the consumer’s name on the gift box, to the custom-made formula delivered at home.

The objective is to offer caring and qualitative ingredients, but also to empower women and inspire them in their own individuality.

The challenge has been to elaborate a brand identity highlighting this exclusive concept, with a very modern and feminine personality.