Baxter of California has been assaulting the mens skincare market lately, changing the way guys view grooming the world over. Not only do they offer products of exceptional quality, but also deliver when it comes to design. Coolhunting has covered them before and wrote:
One of the oldest mens grooming lines in the US—created in 1965 as Super Shape and popular with men during the ’70s—Baxter has recently repositioned itself with a modern look and improved formulations that combine science and natural ingredients.
Jean-Pierre Mastey, president of the company, continues our coverage of the Capsule show here in NYC:
PSFK: Why did you start designing?
Jean-Pierre Mastey: Baxter of California creates grooming products – our designs for packaging are outsourced – in our recent re-design of the line we hired Chris DiGiacomo of Digi-Akimo Inc. Our new hush hush product in the pipeline is being designed by Marc Atlan. My personal background included graphic design from college, but never pursed it as a career, and this education allows me to collaborate with my designers much better.
How did you get involved with Capsule?
Being part of the Brand Pimps family for Public Relations, we were invited in part from our current PR relationship, also to help validate the direction of men’s grooming into boutique and lifestyle arena.
What would you be doing if you weren’t designing?
Spending too much time at the gym boxing.
What do you usually turn to for inspiration?
Art, Fashion, Culture, Graphic Design, and Nature.
What other designers/artists (of any kind) do you admire and why?
Marc Atlan for his versatile design and creative eye that seems to always be evolving. WK – his masculine and aggressive style in very innovative, he is an artist that I want to work with one day on a special project.
What film/television has been inspiring you lately?
Pan’s Labyrinth – the art direction and creative simply put me into another place (a good place). Discovery Channel Planet Earth – I could watch the series over and over.
How does music influence your design process?
Music keeps me up to date on what is happening in the streets, it keeps me current on youth culture.
What kind of music would you say “fits” your brand, if any?
Hip Hop to Rock – our brand has a west coast vibe – with all the diversity in So. Cal it is hard to pinpoint a category of music – but it is certainly WEST COAST.
What are you listening to at the moment?
Hip Hop – as an amateur boxer who spends a lot of time in the gym, hip hop music gives me motivation and rhythm I need to get the most out of a work out.
Where’s the most exciting music coming from right now and why?
On a recent trip to Holland, I found that musicians and DJ’s from Amsterdam have some really cool style and sounds.
What was the last show you went to?
Live boxing is East LA.
If you could go back in time five years and give yourself some advice, what would it be?
Follow your gut.
Baxter will be at the Capsule show in NYC on July 23rd/24th; or, browse around online.
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