With a tagline stating ‘Beauty starts with clean water' and women in your brand imagery, what considerations did you make for Jolie's target audience?
AS: We were very thoughtful about how we designed it, both from the performance and design identity standpoint. Historically, shower filters haven't been adopted by the beauty consumer – this is an untapped and new audience. So, the design and the colour choice of the shower head was considered carefully, as well as the packaging, brand messaging, photography and the imagery that we're using – it all needs to speak to and feel like 'beauty'.
What changes should users see and feel with their skin, hair or health from using Jolie, and how long does it take to reap the benefits of cleaner water?
RB: If you think about it, water is fundamental to our daily routines. Your skin is the largest organ in your body and whatever's in that water is being absorbed by your skin. Focusing on the positive beauty benefits – which we can safely say you will feel immediately in your skin and hair – the simple science behind it is that it's less drying, so your hair will feel more nourished and your skin suppler. This is because we take out chlorine, lead and magnesium, which are known to be in hard water, so there's less impact on your skin, hair and scalp.
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