Keep the origin visible
Tell the story behind the oil, credit the knowledge that carried it forward and label our campaign illustrations honestly.
ELIXYR presents · ROOTED
Moroccan roots.
A ritual of
your own.
Five fragranced Moroccan argan oils, with a story that begins long before the bottle.
Follow the story
ROOTED campaign illustration01 / Before the bottle
The oil begins inside a fruit.
The argan tree is native to southwestern Morocco. Its fruit holds a hard stone; inside that stone are the kernels from which argan oil is obtained.
ROOTED slows that journey down. Fruit. Stone. Kernel. Oil. The familiar golden liquid starts with something small enough to rest in a palm.
ROOTED uses art-directed illustrations to tell this history. They are campaign interpretations, not documentary photographs of ELIXYR’s production.
02 / Knowledge carried forward
More than an ingredient.
Argan is part of a body of Moroccan practices and know-how recognised by UNESCO. Women have played a central role in passing knowledge of the tree and traditional oil extraction from one generation to the next.
That history deserves more than a place in the small print. ROOTED keeps it in view as the story moves from origin to a modern, personal ritual.
Read the UNESCO heritage record03 / Why ELIXYR began
We loved the oil.
We wanted more
from the scent.
ELIXYR started with something I wanted for myself.
I was looking for a natural oil I could use on my skin and hair. I wanted it without filler oils, and I wanted to enjoy its scent. I couldn’t find what I had in mind in the UK.
That search became the reason to create ELIXYR.
— J Banks, Founder
04 / What we are here to do
Make everyday care a moment you look forward to.
Bring Moroccan argan oil and personal fragrance together, while giving the oil’s origins a proper place in the story.
Make the ritual clear
Explain what the product is, how to use it and what someone is choosing before asking them to buy.
Leave room for taste
Five distinct fragrance worlds. No rules about who each one belongs to. Start with the feeling that draws you in.
05 / Your ritual
Small enough for every day. Personal enough to remember.
Massage 2 to 3 drops into skin, hair or beard as needed.
The same simple use. A different atmosphere depending on the fragrance you choose.
Explore the five scents
06 / Five scent worlds
Start with a feeling.
There is no correct first choice. Begin with the atmosphere you recognise, or the one you want more of.
07 / Watch ROOTED
The story, one chapter at a time.
Each film answers one question about argan in twenty-five seconds. Begin with the fruit, follow the work, then meet the knowledge carried between generations.
Read the Chapter 2 transcript
Argan oil begins with a fruit. Green, then golden as it ripens. Beneath the pulp sits a hard nut, protecting pale kernels. The oil comes from those kernels. Next, we follow the hands that extract it.
The story continues with you