Snail mucin (slime) is composed of a unique blend of ingredients that have been scientifically proven to be beneficial to human skin. Since the 1980’s, the use of snail mucin in skincare products has steadily gained in popularity, saturating the market with myriad options of varying prices and qualities. The goal of this project was to use a research-centered approach to design a new snail mucin product for the skincare market.
The ethics of the use of snail mucin in skincare products are frequently questioned, as often the processes used for collection are veiled by proprietary claims. Online forums and interviews shine a light on the hesitancy of some consumers to purchase products that occupy—in their opinion—an animal cruelty gray area. Within the skincare industry, how might we use design to convey both luxury and trust in products that contain this ingredient?
The objective of this project was to use design to bring a skincare product to market that would compete with existing brands in this space. Guided by consumer research, Golden is a deep moisturizer brand that harnesses the benefits of star ingredients snail secretion filtrate (SSF) and royal jelly to quench and repair the skin, leaving it supple and radiant.
Despite the common perception of snails as being a garden pest, the secretions they produce are in fact a naturally-occurring super skincare formula containing ingredients such as hyaluronic acid, antioxidants, collagen, antimicrobials and glycolic acid—to name a few. When applied to human skin, snail mucin offers scientifically proven healing, hydrating and regenerative benefits.
While there are documented uses of snail mucin for skin conditions that date back to Ancient Greece, scientific discoveries in Chile prompted a contemporary trend in the use of this ingredient in skincare products, which rapidly grew in popularity, particularly in South Korea. A number of the products sold in the U.S. that contain snail secretion filtrate (SSF), the pasteurized and refined form of snail mucin, are imported from South Korea. It is common for these brands to elevate the benefits of this ingredient without addressing the ethics of its use.
Considering the luxury sector of the skincare industry, the target demographic of Golden is primarily professional/retired professional women ages 35 and up with a healthy disposable income. These consumers indicate hydration as a key concern as well a preference for low-fragrance or fragrance-free products to cater to skin sensitivities. They prefer lotions over other formulas and value the ability to purchase products individually, as opposed to in a set. They likely already have an established skincare regimen, but enjoy trying new products and incorporating them as they go.
Secondary research of snail secretion filtrate (SSF) and its current uses within the skincare industry helped me to familiarize myself with the history, benefits and collection methods as well as competitor products currently on the market. The data gathered from this research provided me with a foundation that I could then use to drill down a level deeper with a targeted consumer survey. The 30+ survey responses revealed areas of potential that were then further explored in one-on-one interviews.
The data from these three stages of research lead the way in defining Golden's key value propositions (KVPs) and what kind of skincare product the company would offer. The aim at this stage in the process was to ensure that decisions made to define the direction were firmly rooted in the data.
With these foundational pieces in place, I then moved into gathering visual references to begin to build out the brand's identity and how it would be expressed across customer touchpoints. Seeking a clear visual direction, I had incorporated an image of a product lineup into my interviews, asking participants to imagine seeing these on a shelf in a retail setting. I then asked them to indicate which they would interact with first and to explain in detail why. All interviewees expressed a draw towards a minimal, clean and bordering on clinical aesthetic. This guided the visual language used to represent the brand.
Unique from its competitors, Golden celebrates the source of its ingredients—even going as far as to share videos of its collection and pasteurization processes on its website for those curious enough to click. Offering a 90% organic ingredient lineup, Golden's star ingredients are snail secretion filtrate (SSF) and royal jelly. Combined, these ingredients are a power duo pushing moisture deep into the skin, fending off harmful bacteria and free-radicals and repairing the skin for a smoother appearance. Priced at $70 for a 2oz jar, the luxuriously rich Hydroglow formula is hypoallergenic and free of fragrances and parabens and Leaping Bunny certified cruelty-free.
Golden's visual identity represents a fusion of two distinct aesthetics—a minimalism and geometry often associated with the sciences and a desaturated color palette, black and white photo treatment and elegant typography that speak to indulgence and sophistication. Throughout the brand's expression across customer touchpoints there exists a theme of refinement and less being more.
The brand's color palette is fresh and earthy with a deep dusty blue as the primary color. In color psychology, blue evokes feelings of trust and a sense of overall tranquility. By incorporating this color into the brand identity, this positive psychology is harnessed, instilling consumer confidence in the brand.
In keeping with the brand's promise of ingredient transparency, the logomark is inspired by the source of its most potent ingredient—the snail. The snail shell is one of the most recognizable examples of the golden ratio seen in nature. Referencing this ratio, the logomark consists of three semicircles, increasing by a ratio of 1.618 (phi) as they scale from small to large. Together, the three geometric shapes form an abstracted snail shell and, at the same time, the letter 'g.' The spacing of the elements within the logomark also adhere to the golden ratio. This formulaic simplification of the snail shell speaks to the science behind the brand while the thin line weight, monochromatic coloring and letter spacing position it as modern and refined.
