Design Interview: Laurent Hainaut
Laurent HainautAromatics Consulting & Design
Creating a product that will be well received in both the United States and Europe isn't easy, but Raison Pure (New York City; Paris) has a knack for doing just that. The company has come a long way since its inception in 1986 when president Laurent Hainaut, together with friends Frederic Jentge and Gianni Rotta, decided to partner in the design business.
Our first big project for the personal care industry was for L'Oreal's Plenitude in 1997," says Hainaut. The experience led to work within the perfume industry, and the firm was eventually commissioned to conceive a fragrance package for legendary fashion designer Pierre Cardin. "The bottle was an elegant shape inspired by Cardin's haute couture of the 1970s, with tones of purple, rose, and pink."
These designs helped Raison Pure establish a flourishing headquarters in Paris. Hainaut then journeyed to New York City to fill what he felt was an international gap. "We want to be a bridge between Europe and America," Hainaut says. "More and more brands are international and need the help of a company that's able to provide a broad, global approach."
Building that bridge has been an educational experience, given the chasm of tastes between Europeans and Americans. For example, a package or brand that succeeds in Europe may not fare as well in the United States. So how does a design firm satisfy its consumers on a global scale? "Defining a cultural sense of luxury [is what it] comes down to," says Hainaut. "For example, naturalness is expressed very differently in different cultures, whether it be through colors, typeface, or graphics. As designers, our job is more than deciphering taste—it's about interpreting cultural backgrounds."
Raison Pure put this idea into practice when Japanese skin-care giant Kanebo commissioned the firm to redesign its high-end Sen Sai line. Although the line was completed and launched in Europe several years ago, it made its U.S. debut this year. The project taught the firm a valuable lesson about the importance of conveying a consistent, unified brand image. "Kanebo has a traditional Japanese spirit, and the company asked us to create a campaign that conveys the specific emotion and ethnicity of the brand," says Hainaut. "This project allowed us to [utilize] our expertise in reorganizing and building a brand and to translate the company's spirit into nearly every media aspect.".
Raison Pure redesigned Revlon's Absolutely Fabulous LipCreamMost recently, Raison Pure was charged with redesigning Revlon's classic lipstick case. Sleek, red, and completely feminine, the look of the new Absolutely Fabulous LipCream is futuristic glamour. The base of the tube features a clear panel through which consumers can preview the lipstick's color.
Over the years, Raison Pure has amassed a prolific design portfolio that includes not only the aforementioned companies, but also international beauty corporations such as Roger & Gallet, Guerlain, and Biotherm.
Hainaut attributes Raison Pure's success to its eclectic approach. "It's about seeing things differently," says Hainaut. "Working [in various] market segments allows us to look beyond the conventional and [continue] bringing in new levels of creativity."