Advertising Annual 2016 Spotlight Submission: California

x Advertising Agency: John Paul Mitchell Systems, In-House Creative Department 

Paul Mitchell’s latest launch ads, MarulaOil and Live Beautifully, announce the a new line of luxury hair and skin care (left image) and kick off a new corporate tagline, “Live Beautifully” that honors Paul Mitchell’s 35-year anniversary (right image).

“MarulaOil harnesses the power of rare, natural marula oil which is wild harvested and cold-pressed in Africa,” they write in their Graphis Portfolio. “The entire product collection appears as a secondary element to underscore the luxurious nature of the packaging.” MarulaOil exceeded initial sales forecasts and became an instant favorite with consumers and beauty editors nationwide.

The Paul Mitchell Live Beautifully campaign celebrates 35 years of corporate philanthropy, they write. “By integrating beauty and the environment, the series of print ads highlights how Paul Mitchell is dedicated to making the world more beautiful, through water conservation, tree plantings and animal protection.” The striking portrait melds a model image with ocean waves. The first ad in the series speaks to Paul Mitchell’s efforts to protect clean water through its longstanding partnership with Waterkeeper Alliance.

John Paul Mitchell Systems is a California-based company known for Paul Mitchell hair care products and styling tools. Founded by John Paul DeJoria and Paul Mitchell in 1980, the company grew from a venture on borrowed $750 loan to a Worlwide businesss with a net income of $59.3 million. Their design team is at the forefront of fine advertising for the company. The Paul Mitchell design team is a past Graphis contributor, whose entry last year won a Platinum in our Poster Annual 2015. That’s in addition to their Gold winner in last year’s Photography Annual, as well as numerous Merits.

To see more work from New York Designers, check out Graphis Issue 130, which features an article on the 46th Exhibition of Advertising and editorial by Robert Reed, with the Art Directors Club of New York. Also, check out Graphis Issue 174, which highlights the 14th Annual Copy Club of New York Awards competition, by New Yorker Jerome Snyder.

The Graphis Advertising Competition features some of the most compelling and influential design of the year from across the world. Gold and Platinum awards, along with winning entries, will be published in the Advertising Annual 2016. Submit your work to the competition here.

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