Towards a new ‘User Experience Mix’, Design Office is taking a broader view of the product, with the object alone becoming only part of the experience, with digital and service now an integral part of the journey and the experience.
Inspired by the avant-garde spirit of its founder, Helena Rubinstein’s commitment to innovation is based on science, with the same objective as in 1902: to enhance women through beauty. A high-end, innovative skincare brand, Helena Rubinstein offers women highly concentrated, cutting-edge products for visibly renewed youthfulness. The ultimate combination of an assured heritage and advanced scientific expertise.
The assignment was twofold:
All in keeping with the brand’s existing sound universe.
First, we had to study the product (how it works) and its target audience with the agency:
It is an electronic cosmetic product that releases a cream to be applied to the skin.
This device has three power settings depending on its use, which need to be accompanied by sound.
Helena Rubinstein seems to have found a consistent sound in its publications. I therefore drew inspiration from this in order to create an appropriate sound design.
We then worked with the client to determine the key words we should focus on:
The first step was to work on the type of instruments and atmospheres to use, based on the previous keywords.
I chose to create a light and soft soundscape in keeping with the codes of luxury cosmetics. It represents the purity of the product thanks to its harmonic variations oscillating like a wave on water.
This soundscape is interspersed with sound effects that could be described as ‘luminous’ as well as a few organic sound effects to accompany the visual effects of the videos.
The melody arrives at the same time as the rhythm section, which I also wanted to be light so as not to overpower the soundscape. It is played on the piano, a distinguished and refined instrument that reflects the image of the product, with a simple reverb that makes the notes sound almost celestial.
The second part announces the sound of the product and its three intensities of use:
