heyday! body haircare
Educating young women on body hair grooming.
Branding and Packaging
heyday! body&skincare provide and educate young women with the tools and information to best navigate shaving and body hair grooming. As well as give them the options to discover their own personal opinions and preferences. We want to help people feel safe and confident in their bodies and start the conversation.
Problem
There are no brands and sparse resources for young women to turn to for advice on body hair grooming and approaching it. Many young women feel rushed into this process without the proper knowledge and a limited scope.
Goal
Create an innovative razor brand that fights societal norms (the typical overly pink and feminine razors that doesn’t represent all women).
Duration
6 weeks
Team
Eeva Horst
Roles
Branding
Layout
Production
Art Direction
Skills
Illustrator
InDesign
Photoshop
Photography
Lightroom
Packaging
Concept
Starting the conversation
Target both young women and their parents, to start the conversation about shaving. Using a friendly and comforting approach but not appearing too immature or childish. We respect that these women are growing up and moving into adulthood, but we don’t want to rush them in any way. We created a razor subscription service that offers the best products for each individual's situation.
Demographic Survey
We began research by surveying 26 women who have experience shaving. This helped our team understand not only the gap in the industry, but also problems that everyone faced when they first started learning how to shave.
Personas
Creating personas of both a mother and daughter helped us make design and product decisions. Writing the nostalgic scenario of everyone's first shaving experience helped us empathize of what the daughter really needed in her first toolkit.
Creating nostalgic visuals
To build trustworthiness and friendliness with both the parent and child, we chose to go with a nostalgic direction in our decisions. Polaroid-like frames, puffy stickers, and film-esque photography are the foundation of Heyday!'s voice.
Heyday! product line
Our introductory kit includes our basic razor with four replacement cartridges, a magnetic shower holder, our basic tweezers, and a branded heyday! pouch to store your kit. The entire body care lineincludes a shaving cream, a shower body wash, and an after shower body lotion. Heyday!'s official guide is full of information and tips to help you find your body hair grooming routine. We include instructions for how to use our products, advice, do’s and don’ts, in order to get you well equipped and informed on the ins and outs of body hair grooming.
Desktop and Mobile Landing Page
Digital and Print Advertisements
Art Direction
