The New School of Hairstyling
The IGK brand was born from the union of four celebrity hair stylists who – eager to fill a void in the market for disruptive, edgy, anti-Prom Queen products – decided to create their own trend-driven line with the help of forward thinking beauty specialists Luxury Brand Partners.
LBP turned to their long term partner DOMANI to build a beauty brand that seamlessly blends luxury with the new school of hairstyling. DOMANI’s challenge was to emulate IGK’s offbeat visual appeal while centering the experience on eCommerce.
DOMANI has had a seat at the table from the brand’s inception – and beyond establishing the brand's digital attitude and e-commerce platform, we were also responsible for the IGKs packaging which was designed specifically with Sephora "shelf pop" in mind.