Broadening the aesthetic carrier, BYREDO launches beauty series

A survey pointed out that 80% of the various information people receive from the outside world is obtained through vision. The logos, covers, packaging, magazines, web pages, etc. that we come into contact with daily are based on vision. dominant. Of course, in addition to vision, smell is also an important way for people to understand the world. Taste is a "sharp tool" for creating an atmosphere, and it is also a kind of memory. For example, more and more people are decorating their homes with different fragrances. Choosing a fragrance before going out has become an important part of creating a complete look... "Fragrance", an expression that carries the designer's subjective feelings or experiences, is becoming more popular. Favored by many.

When choosing a fragrance, appearance, taste and the story behind it are all important elements. At this level, BYREDO, a contemporary European luxury brand, uses its minimalist white background and black text packaging design and integration The different flavors of stories and memories gradually move from the niche to the public.

Ben Gorham’s Smell Journey

BYREDO founder and creative director Ben Gorham

BYREDO

BYREDO is an Indian-Canadian designer. Ben Gorham was founded in 2006. Before founding the brand, Ben had rich growth and study experience. Ben was born in Stockholm, and subsequently lived and studied in Toronto, New York, and Stockholm. He has been very interested in basketball since he was a child, and he also experienced the stage of being a professional player. After his professional playing career ended, Ben obtained a degree from an art school. Just when he was confused about his future direction, he accidentally met a perfumer, Pierre Wulff. During the conversation, Ben developed a great interest in fragrance. , started thinking about how to connect scent to his experience.

Shortly after this meeting, Ben traveled to India. In this familiar childhood environment, he gained new inspiration and tried to convey emotions through fragrance. With the help of top perfumers Jerome Epinette and Olivia Jiacobetti, Ben "restored" his first fragrance named Green - inspired by the scent of green bean essence he remembered from his father. BYREDO was officially established in 2006 with five fragrances: Green, Chembur, Pulp, Rose Noir and Gypsy Water.

BYREDO’s first perfume Green

BYREDO

Ben, who has diverse experiences and hobbies, always writes about his fragrances in words or pictures during different trips. The feelings are recorded, and then the perfumer "translates" these abstract feelings into scents for final presentation. Using single-digit raw materials to present people's memories and emotions with an intuitive olfactory impact is one of the main reasons why BYREDO has transformed from a niche fragrance brand into a well-known brand today.

In addition to the corresponding story behind each perfume and its own unique smell that inspires different people, the naming of each BYREDO product is also unique, using short and intuitive words to reflect The fragrance with a strong sense of story has also become one of BYREDO's characteristics. BYREDO’s most classic “Rose Of No Man’s Land” has a unique story. It is said that during World War I, nurses on the battlefield braved artillery fire to save injured soldiers. They met by chance but devoted themselves selflessly. Since the soldiers did not know the name of each nurse, they all called them Rose. Based on this story, Ben created this classic fragrance that is loved by many.

BYREDO’s multiple expression vectors

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Byproduct is a limited series released by BYREDO every month, and each release has a continuous design digital coding and displayed in creative visuals in an ingenious way

BYREDO

In Ben’s view, BYREDO is a carrier for communicating his ideas with consumers and a way to express A tool for his ideas, and with the support of his diverse creativity and emotions, the carrier and tool of expression will certainly not be single. He also mentioned: "What I like most about BYREDO is that we are not defined by a category. This may be our biggest difference. We may be a fragrance and beauty brand, but our spirit is free. And the pursuit of perfection, the tension between the two means we can create anything possible.

"So the Byproduct product line appeared, jumping out of BYREDO-related fragrance and perfume fields, Byproduct has everything from leather goods, glasses, jewelry, clothing and even daily necessities. "Our lives and dreams are filled with various derivatives (byproducts) , just like those unknown doors we encounter and roads rarely traveled. The Byproduct series is a process and a continuation of the brand principle of "realizing instinctive creativity with precise and strict methods and craftsmanship". "BYREDO's official account positions Byproduct in this way.

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BYREDO Byproduct 27 x Our Legacy Capsule Series

BYREDO

From fragrance, perfume to Byproduct The related items all show BYREDO’s exploration of different forms of expressing beauty. Recently, BYREDO has extended this expression to the visual level, launching a beauty series with Isamaya Ffrench, a beauty artist and BYREDO beauty series partner, to present the two's understanding of beauty in a visual way.

Similar to Ben Gorham, Isamaya also had a rich and diverse resume before pursuing a career in creative makeup. Isamaya was born in a family of engineers. She studied dance since she was a child. She began to play roles in musicals when she was 17 or 8 years old. She also worked part-time as a face painter, designing cute makeup for children at parties. Later, she was hired to design for the actors of the Adam Theater Company. Makeup work. Along the way, Isamaya became increasingly interested in beauty.

Isamaya’s talent and imagination in makeup have made her famous. She has successively reached close cooperation with YSL, Tom Ford, Christian Louboutin, Burberry and other luxury brands, and has contributed to many magazines and fashion shows. In addition to creating creative makeup, she has a background in 3D design and industrial design, jumping out of the two-dimensional world and expanding beauty into the three-dimensional world. Lego, shells, petals, diamonds, etc. can all become inspirations and elements for her makeup creations.

Beauty artist and BYREDO beauty series partner Isamaya Ffrench

BYREDO

In terms of exploring the expression of beauty more freely and communicating closely with users, Ben Gorham shares similar attitudes and concepts with Isamaya Ffrench, and applies them to BYREDO's beauty line. "I want to create a concept of freedom, not only about the feeling when using it, but also to show this arbitrary attitude when we communicate and present the BYREDO beauty series. BYREDO has infinite possibilities - this is what we want to do To create." Isamaya explained.

From fragrance to visual expression

BYREDO

BYREDO beauty series includes six categories The products are eye shadow, makeup pencil, lipstick, lip balm, mascara and eyeliner. Ben uses his unique fashion aesthetic to use totem elements in this series to create something "that people want to experience and own" appearance, and insists on starting from the user's subjective aesthetic perspective: "In the final analysis, beauty is subjective - and the BYREDO beauty series must reflect this."

In the BYREDO fragrance series, the fragrance It is the carrier that Ben uses to convey emotions and memories. In the beauty series, color has become a new way of expression for BYREDO. "Just like BYREDO's fragrance, everything is about the representation and connection of emotions. In this In the beauty series, color and language have become a medium. There is a sense of nostalgia behind the colors and names. "With the taste of Isamaya's professional makeup artist, the color selection in makeup is also unique.

In accordance with the concept of "surpassing rational choices and expressing the emotional self", multi-color makeup pencils use a variety of saturated colors to present clear, moist, matte, soft and other makeup finishes. Through the rich color selection, Ben and Isamaya hope to break the single use of beauty products and inspire users to apply them anywhere on the face.

In line with the simple and clear packaging of BYREDO fragrance, this BYREDO lipstick series also has a minimalist appearance. The metallic gold and silver two-color shell is paired with a magnetic clasp, bringing a series with both design and practicality. The ample selection of colors and textures and excellent ductility can bring users a comfortable experience.

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BYREDO

The three five-color eyeshadows have a golden wavy shell design, creating an avant-garde texture. In terms of color, three different color systems are composed of deep and light colors with high saturation. Whether using hands or makeup tools, layering or mixing, it can give users an excellent eye-applying experience. Through the combination of colors Matching allows everyone to express their true self without restraint.

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BYREDO

In addition to the rich colors, there are also products such as colorless lip balm, black mascara and eyeliner and other beauty products that combine function and design, adding fun and texture to daily makeup.

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BYREDO

In addition, the naming of BYREDO’s beauty series also continues Ben’s consistent sense of storytelling, "( Beauty products) should not be overly exaggerated in color selection, and the naming should be more loyal to intuition. For example, Divorce or Commuter are all based on real life. Each name and color choice is based on reality. "Some stories from me or Isamaya." Take the naming of eye shadow palettes as examples, Corporate Colors 9 to 5, Sciomancer and Syren. Behind the short words, we can't help but think of the corresponding usage scenarios and birth stories. .

To celebrate the launch of the new BYREDO beauty series, Ben Gorham specially collaborated with Chinese visual artist Chen Man to create a new set of visual creativity, combining Chen Man’s distinctive style and high-tech photography language to present a A dreamlike drama of color.

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BYREDO beauty series creative visual comics

BYREDO

BYREDO’s beauty series is Ben A product born under the subjective aesthetic system of Gorham and Isamaya Ffrench. Through this series of releases, BYREDO hopes that users can break the inherent concepts and decide on the usage according to their personal preferences to create their own subjective aesthetic makeup, thus inspiring Inspiration for different creative makeup looks.

The span from fragrance, perfume, leather goods to beauty series not only reflects Ben Gorham’s changing preferences, tastes and needs, BYREDO has also become an inclusive and diverse company that highlights different pursuits of beauty. lifestyle brand. Under this concept of diversity and inclusion, what other expansions will BYREDO’s product landscape have? May as well wait and see.

BYREDO beauty series has been officially launched in stores nationwide, WeChat limited-time boutiques and Tmall official flagship store. Interested readers can check it out.

Presented by BYREDO

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