Moroccanoil

An Israeli cosmetics distributor travelled through Morocco in the early 2000s, observing how Berber women used local argon oil on their hair. He bottled the oil, branded it in a turquoise and orange livery, and built a category that did not exist before launch. Carmen Tal discovered argon oil on a Morocco business trip in 2006, and partnered with an Israeli cosmetics team to launch Moroccan Oil in 2008. The hero product, Moroccan Oil Treatment, was argon oil blended with silicones for hair styling applications, packaged in a distinctive turquoise bottle with a copper orange label that functioned as a category marker. The turquoise bottle did marketing work the brand did not have to pay for. A hair salon client who saw the distinctive bottle at her appointment would later see it again on retail shelves and recognise it instantly, even without reading the label.