For L'Oréal Paris Midnight Cream, our objective was to reimagine a visual world that already existed. The antioxidant spheres had been part of the brand's identity since 2023. The challenge was to make them feel like 2026 while maintaining the shea butter texture's authenticity to what the product actually feels like in your hand. Not just a smooth cream. Something with body.
L'Oréal Paris /McCann/ L'Oréal Paris
L'Oréal Paris Midnight Cream
Inspired by something as ordinary as the hammered copper of a Moscow Mule glass, we found the visual direction that suddenly felt right. The spheres were rebuilt from scratch with an inner glow and a light behavior that reads dense without reading heavy. Every element was designed as a system so the assets could live across formats without losing their language.
Óol’s visual lab
HOW DID WE CREATE THIS?
Through our Visual Lab, we deconstructed the existing sphere design and rebuilt it from the material out. The original read clean but flat. We tested glow intensities, surface behaviors, and light refraction until the spheres carried the weight of the midnight world the product lives in, dark, rich, and precise.
CREAM R&D
The Visual Lab process also shaped how we approached the cream's texture on screen. Every shader decision was measured against the real product, making sure the density and body translated without looking heavy or clinical. The result is a visual identity that feels cohesive from the first frame, built to hold across every format and touchpoint.