Every day countless Instagrammers are busy showcasing their creativity by shooting their own “still lives” – arrangements of various objects they own – jewellery, collectibles or cosmetics. By doing that, they become ‘the curators’ of certain trends. These photos are a twist on the idea of selfie, a hopeful call for attention in which one's aesthetic and one's ego overlap. Given that the objects are often arrayed on a shelf or the equivalent (a bathroom cabinet, bedside table or a bookcases), they’ve started to be known as #shelfies. “Creating something beautiful is compelling and addictive. It's meditation of sorts,” American stylist and beauty writer Hilary Robertson writes poignantly.

With the Klorane hair product collection, we can replicate that idea. A stylish shelf needs a balance of shapes and textures. The art of arranging skincare and beauty products amongst flowers, feathers, crystals or alike, can add a serious element of sophistication while using the connotation (or even an allure) of collecting beauty products. We should also stress the beauty of having a choice (“which one I feel like using today?”).

For most of women, the modern pace of life is busy and stressful, thus having everything (curated sets of clothing and beauty products) in front of their eyes equals a calmer morning/evening routine. Taking cues from the shelfie generation, for Klorane’s dry shampoo collection, I would like to showcase 4 products in their perfect, natural habitats.
By creating perfect shelves and animating some abstract nature elements, we will emphasise their best features such as:

• Oat milk: ultra - absorbent, degreasing quality

• Nettle: ultra - gentle, refreshing quality

• Aquatic mint: ultra - fresh, detoxifying quality

• Flax: ultra - volumising, lifting and supporting quality

 The nature-oriented and minimalistic style of animation should allude to simplifying one’s daily life by having a clean and simple beauty routine.