Pavaglione Cosmetics, every formula has its own color

Multiple product lines, the same photography for all of them: the same background, the same light, the same staging, regardless of what the product actually was. A catalog that was consistent in name only.

Beauty lives on codes that are already saturated — neutral background, full light, product front and center, the same "clean" filter as every competitor. Photographing well wasn't enough: what was needed was a system that made each line recognizable at a glance, without reading the label.

I bet everything on cleanliness: essential composition, an arrangement studied shot by shot, no decorative elements to steal attention. The product had to remain the only subject in the frame, with no set dressing around it.

Within this minimal setup I still respected the palette already associated with each line, so that the different references stayed recognizable from one another while sharing the same photographic style — an added detail, not the central point of the work.

In post-production I used AI as a finishing tool, while keeping the creative direction and final selection entirely manual. I looked at how competitors in the sector communicate mainly to understand what to avoid: in beauty it's easy for everyone to slide into the same visual codes, and the minimal choice served precisely to break away from them.