ADK JAPAN, Tokyo / HOYU CO. / 2010
Hoyu is a well established brand in the Japanese professional hair colour products market, but a newcomer in professional hair styling products. The brief was to introduce Hoyu professional styling products into the very competitive, top-class hair salons, and establish a presence, using a very bold and memorable approach.
As the hair dresser is about to finish the customer’s hair, the customer’s anticipation reaches a high point. The product is used to conclude this countdown to the finish. The shape of the bottle also symbolises what is in the making. The design concept is the Japanese aesthetic of preferring what is 'unfinished but conveys a movement in progress' and a shape that one wants to continue touching. The mould was made by hand, without using any computer graphics, and completed over a time period of two years.
Among the highly competitive professional hair salons, the product was highly evaluated, and was introduced successfully. Since this was a kind of product that the salon top stylists had never seen before, it was taken up in many salon blogs as a remarkable new product. The product not only answered to the brief, but also established a substantial position within the professional hair styling products market, and achieved 120% of the initial sales goal.