HIX Visuals: sleek matte bottles, a uniform shape, a refined brown color, and stylish, luxurious typography. Communication: “Men’s grooming without compromise: one product solves two problems, results like a pro.”
The launch range for the HIX men’s brand includes four 2-in-1 products (shampoo + shower gel) positioned in a luxury package. Each product has its own concept, target audience, key effects, and active ingredients.
HIX “Urban Shield” 2-in-1. Concept: Protection from the urban environment: hard water, dust, and temperature fluctuations. A rugged, urban character. Target audience: men aged 25-40, living in a metropolitan area, with an active lifestyle and exercising 2-3 times a week. Key benefit: removes impurities and styling residue, strengthens the protective barrier of the skin and hair, without drying out. Active ingredients: mild surfactants, panthenol, zinc PCA, green tea extract.
HIX “Forest Core” 2-in-1 Concept: natural strength and post-workout recovery. Woody-spicy aroma, a feeling of “forest” renewal. Best for: active men, sports/hikers, nature lovers, value a feeling of freshness and restoration. Key benefit: repairs microdamage to the skin after exercise and friction from clothing, adds body to hair, reduces breakage. Active ingredients: hydrolyzed keratin, cedarwood oil, niacinamide, allantoin.
HIX “Volt Flow” 2-in-1 Concept: energy and vitality in the morning. A bright citrus-peppery profile, a “waking up” effect. Best for: early risers, busy weekdays, needing a quick reset and a feeling of cleanliness. Key benefit: tones skin, leaves a feeling of freshness, gently cleanses without tightening, makes hair easier to comb. Active ingredients: caffeine, ginger extract, menthol (low concentration), betaine.
HIX “Night Shift” 2-in-1 Concept: evening ritual, stress relief, preparation for rest. Warm woody-amber scent, calming, “closing” the day. Best for: men with a busy schedule, go to bed late, wanting a simple evening ritual without unnecessary steps. Key benefit: soothes skin, relieves irritation, hair becomes smoother and more manageable, less frizzy. Active ingredients: bisabolol, sandalwood oil, ceramides, panthenol.
