Revolutionizing Haircare: The Story of Save Me From

MSLK's Innovative Approach to Targeted Haircare Masks

Save Me From was born out of a personal tragedy. After losing her sister to suicide, founder April Peck trained in suicide prevention and vowed to make a difference. Recognizing the role of hair in self-image and empowerment, she identified six types of hair damage. MSLK worked with April to create user-friendly product concepts that would save consumers’ hair from the root source of damage, such as chemicals, pollution, and thermal devices. The unboxing experience is designed to be cathartic, with customers tearing out a zip strip that symbolically removes the source of damage.

What sets Save Me From apart is its category-busting, damage-specific, Tip to Root Hair Reboot. This approach targets six sources of hair damage and treats the scalp, cuticle, cortex, and cell membrane complex. The brand’s founder discovered fenugreek seed, an ancient ingredient for hair and scalp, and harnessed its powers to create Fenugen. All products contain Fenugen in addition to a unique blend of natural ingredients sourced from all over the world.

The design process involved meticulous attention to detail. Primary packaging includes airless pumps with 1 color printing, custom collars, and embossed over caps with SKU colors. Paper cartons are made from 450GSM white board, with 4 color printing + 1 spot PMS, SoftTouch Lamination, Spot Foil Stamping, and Spot UV Gloss on a custom perforated zip strip.

The project began in May 2017 with teams in New York, LA, and Seattle. Final packaging was released for production in early 2019 and the brand launched at Cosmoprof North America in July 2019. The process involved a competitive audit of the hair treatment market, analysis of the haircare market via sales and trend reports, and qualitative testing for feedback from the target audience.

The challenge was to launch a haircare line with a limited product range that complements a person’s existing haircare regimen rather than competes with it. The result was the concept of a damage-specific Tip to Root Hair Reboot. Save Me From’s packaging is a cathartic unboxing experience, requiring consumers to tear away the source of damage to reveal the product within.

Save Me From's innovative approach to haircare has not gone unnoticed. The design was awarded the Golden A' Packaging Design Award in 2020, a testament to its outstanding creativity and trendsetting design. The award is granted to creations that reflect the designer's prodigy and wisdom, advance art, science, design, and technology, and significantly impact the world with their desirable characteristics.