Whilst Australian swimming is in the doldrums at present due to our very well publicised “worst result in 20 years” at the 2012 London Olympic Games, it’s interesting how athletes construct their lives after their bodies invariably slow down to a much more realistic pace and they’re no longer competitive.
We’ve seen Giaan Rooney score the position of weather presenter over at the illustrious Channel Seven evening news – despite no qualifications in Meteorology. In a similar vein – but closer to my experience (and face) – is Michael Klim’s range of lotions and potions called Milk.
Depending on which website or study you read, men clearly spend far less on lotions & potions than women do, but if you average everything out and scan the cosmetics aisle of your local supermarket periodically it’s something that’s clearly on the rise.
I was a teenager when I shamefully started stealing mum’s Macro vitamin-E cream so I was probably a bit ‘Metro’ before my time, but the reality is I had enough problems as it was without having a tight flakey face added to the list.
Fastforward a few decades and in steps Milk’s Face Moisturiser +
From a design perspective, it’s interesting the direction that they’ve taken to differentiate their user experience from those of their competitors. Generally speaking, the L’Oreal and Nivea of the world have gone the ‘sporty’ route with conservative colours but bold contrasts, but the Milk range takes a different tact and has a previous generation iMac look to it except with a frosted beige-green hue. The frosted exterior feels nice to the touch and conveys an almost dream-like experience, with the contents being barely hidden behind a frosted veil.
This is interesting because they manage quite well to bridge the technology/holistic divide, appearing both high-tech and humanistic at the same time. They even manage to get away with stating quite clearly on the front that you’ll be putting two types of algae on your face (Sorry, “Homeo-shield”). Despite this, the product does have a nice earthy homeopathic smell to it, which is a stark contrast to the mainstream men’s cosmetics fragrance which always to me seems like a cross between fly-spray and citrus degreaser. It’s a bold move smelling of rosemary, mint and algae, however a quick perusal of the contents list reads like a chem-lab just like almost every other company’s offerings.
One area this product does fall down however is in the packaging. To get that look, it’s essentially a full plastic bottle inside an empty plastic bottle, with no recycling emblems on either. In all honesty this would be a more permanent rather than sporadic addition to my bathroom cabinet if there was a bit more care done in the recycling department. I think this may be a slight omission on their behalf, considering who their target market obviously is – that being guys who want to take care of themselves but don’t want to smell like fly-spray. Seriously though, it’s clearly aimed at consumers too urbane to be hippies but too hippy to be yuppie. I would think those types of customers would be more environmentally aware that Milk is giving them credit for.
All-in-all though, the Klim’s (or their consultants) definitely had a keen eye on the user experience, so the handling and using of the product is quite pleasing, from the look and the feel of the packaging to it’s fragrance and consistency. It looks, feels and smells like “The technology of nature” . No word yet as to the release of Klim’s haircare products, however.