Concept, Packaging, Visual, Still life and Social for Helen Seward

When a brand owns a historic line of beauty products, launching a restyling campaign is always a delicate process. However, failing to do so can result in the brand being perceived as outdated, no longer in step with the times, and therefore surpassed by products that may be of lesser quality but possess greater aesthetic appeal.

In such cases, a marketing campaign must begin with a holistic concept that takes all aspects into consideration in order to be truly effective.

The Hair Care Mediter line by Helen Seward, a Milan-based company founded in 1969, is well known for its professional trichological products enriched with natural ingredients enhanced through a hyperfermentation process. The brand offers a wide range of solutions for every need: volumizing, strengthening, anti-dandruff, nourishing masks, purifying treatments, serums, sealers, curl protectors, and much more.

To relaunch this iconic line, Helen Seward turned to the expertise of Studio Concept. The approach to enhance the brand’s identity and solidify its market positioning was the creation of a coherent and impactful communication strategy, integrating various visual and narrative elements.

The concept behind the entire campaign was built on a balance between science and nature, innovation and sustainability—highlighting these values through the storytelling of the connection between cosmetic research, selected ingredients, and professional performance.

Brochures, folders, general catalogs, as well as setting-based videos, primary packaging, and color choices were all designed to evoke a sense of both nature and technology—using neutral tones, soft violet, white, and olive green. The labels are minimalist, with clear and legible details to immediately convey the product’s effectiveness and reliability.

Photoshoots for beauty salons were developed with crisp, professional still-life images, offering a sense of reassurance and high quality. In contrast, online display gifs are lively and fun, featuring moving water to convey energy and freshness.

Studio Concept also introduced a new way for customers to connect with the brand: each Mediter product label includes a QR CODE, which users can scan to access immediate and innovative communication with the company’s customer care team, as well as enjoy exclusive content directly from their mobile device.

Studio Concept also produced a series of promotional videos. A well-crafted promotional video is one of the most powerful marketing tools to increase visibility, engagement, and conversions. By combining visuals, sound, storytelling, and engaging graphics, a video can evoke emotion, strengthen brand identity, and influence consumers’ purchasing decisions.

Thanks to a comprehensive and cohesive marketing campaign, the Helen Seward brand successfully relaunched the image of one of its flagship lines—revitalizing it and making it highly appealing to a broad audience, reached through all major multimedia channels.