Floss®
Product Design
Summary
With more digital content being produced, beauty, fashion, and luxury brands needed a premium solution to retouch talent for longer form video content without the high price tags that came with content prepared for television.
We set out to enhance the retouch process for digital content setting a new standard for the beauty industry.
Role
Product Ideation
Strategy and Positioning
Naming
Brand + Identity Design
Product Development
Marketing Strategy
Pitch
Defining the Problem
Clients would request retouching work for long-form content at the same price as short-form content, despite the fact that long-form content is longer and requires tackling many more shots.
Retouching long-form content would take an artist twice or even three times the amount of time compared to short-form content.
Using off-the-shelf solutions often resulted in mediocre results, with skin blurring and an obvious "retouched" look that could potentially diminish brand value.
↳ We discovered that the ideal solution would be to automate the process of retouching the skin while leaving everything else, “as is”.
Feature Set vs COMPETITION
Naming
Our goal was for our clients to use the name as a verb, almost like a unique replacement for "retouch".
Ultimately, the name needed to fulfill four key aspects relevant to our target market:
Beauty – representing the industry that requested our services.
Chic – disguising the underlying technology as something approachable and attractive.
Delicate – reflecting how clients described the artistic qualities of our retouch process.
Fashion – resonating with the culture that beauty clients embrace.
After two rounds of brainstorming with 20-30 names each, we settled on "FLOSS".
Client’s started saying, “just Floss it” which not only achieved our naming goal, but proved that “Floss” was sticky.
Software Development
↳ By working closely with our retouch artists and developers, we successfully built a functional software product that addressed the market's needs. Our product development cycle lasted for 6 months, and we were able to complete the minimum viable product (MVP) in less than a month.
Identity Design
We created multiple iterations of wordmarks during three rounds of design. Ultimately, we settled on a mark that resembles a "stamp," accompanied by a custom mono-typeface. Our goal was for the mark to have a practical application when used with footage, effectively punctuating retouched footage and serving as a stamp of approval by Floss®.
Typography
Using beauty/fashion culture as a benchmark for look and feel, we have decided to use two typefaces. For longer strings of information, we will use a condensed sans serif font. And for headlines, we will use a modern yet classical serif font.
Visual Vernacular
↳ Poster
↳ Outdoor Billboard
The Result
Floss® can retouch skin with ease for any kind of video or still image content with exceptional results.
Features
↳ Ultra-Fast
↳ Preserve Skin Detail
↳ Blemish & Mark Removal
↳ Retain Shadow Detail
↳ Masking Tools
Premium Retouch Add-on
Clients have the option to add premium Flame retouch services to fix details such as the talent's eyebrows, hairline, eyes, or any other aspect that is not related to the skin.