CLEAR Scalpceuticals Pro

Redefining scalp science for the masstige era

With China’s personal care category rapidly becoming premiumised, scalp care evolved from basic hygiene into a science-driven field where visible, clinically proven results became the new expectation. In response, Unilever China launched CLEAR Scalpceuticals PRO, a breakthrough masstige range that combines the credibility of premium skincare with mass accessibility. Furthermore, clinically proven to rejuvenate scalp health and hair in just four weeks, it delivers science – backed efficacy at scale. To support this, our hair care packaging design made advanced scalp care visually appealing and more attainable for consumers than ever.

The mark of science

The challenge was carve out a distinct position for CLEAR in the untapped masstige tier, separating it from the mass portfolio while staying unmistakably CLEAR. Through deep consumer insight with a strategic reappraisal of CLEAR’s brand elasticity across tiers, we defined masstige through CLEAR’s lens, a space where aspiration meets authority – infusing dermatological precision into CLEAR’s bold DNA to build trust and signal efficacy.

The packaging range design and creation of KV assets aligned with the masstige range brand positioning, based on clinical credibility and derm-science. The robotic arm embosses the iconic ‘C’ with surgical precision, marking each bottle as a symbol of CLEAR’s expert care. Lab-inspired elements, ruler guides and clean lines frame the background, reinforcing the precision and efficacy behind every detail.

Together, these visuals bring to life a distinctive world where science meets style, delivering an elevated, unmistakably CLEAR experience.

Designing a futuristic C-Lab

This vision was brought to life through a disruptive brand world, anchored in a futuristic lab aesthetic that reimagines the conventions of science labs. Every touchpoint from structure to surface detailing was crafted to feel precise, expert, and distinct, balancing dermatological rigour with CLEAR’s iconic energy.

Capturing the C-Lab experience in a box

We created a bold PR kit with an edgy scalp science reveal, inspired by derma expertise and the CLEAR C-Lab where the iconic ‘C’ sparks a new spin on scalp innovation.

The ‘C’ becomes more than a symbol; it’s a mark of precision, embossed with clinical intent and brought to life through meticulous detail. Designed to bring the lab experience home, the kit delivers a sensorial unboxing rooted in C-Lab’s signature language of efficacy and edge. A fusion of science, style, and scalp care straight from lab to hand.

Impact that redefined the market

The launch shattered records 282% 1st month sales target achieved in 1 day, selling 334,550 bottles on day one, sparking 3.4 million engagements, and becoming JD.com’s No.1 FMCG NPD launch ever. CLEAR Scalpceuticals Pro stands as a bold testament to design as a strategic force by shaping consumer behaviour, retail success, and long-term brand growth.