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Dabao Skincare

Dabao has been the most well-known family skin care brand in the China market for over 30 years and has the largest consumer base.

As the majority of Dabao consumers are male or elderly, this lead to the brands challenge. The brand image was outdated and did not fit into the beauty category. Both the client and the market needed to make changes. One of the strategic moves was to enter the growing mid-price tiered mask category. The product concept was to have a flower, a leaf and a tea mask. The priority channel for its sales is via e-commerce.

Our objective

To modernise and strengthen the Dabao brand imagery to powerfully resonate with the existing male and elderly audience, whilst also resonating with the younger generation.

Design approach

Dabao is considered the “national brand”, which Cowan captured and translated into an exclusive design.

  1. Through collaborating with a traditional Chinese realistic painting artist, we created visuals of the ingredients, with elegance and a strong cultural charm, that embodied Dabao’s beauty.
  2. The shape of the logo was extracted and amplified as the core visual asset of the mask line and was extended to the pack of all SKUs and communication materials. It was undoubtedly a way to inherit the Dabao brand in a bold and direct way. 
  3. To address the challenge of modernisation, refreshing colours were used as they are pleasing to the eye. We turned a traditional painting into a simplified modern illustration and applied it to the outer box, which consumers would see at a first glance.
  4. We created a surprising “open-the-pack” experience by using a refined modern design for the outer packaging, and a vivid painting for the inner packaging.

Results

Dabao’s brand management team commented on Cowan “understanding Dabao very well”. There was a large quantity of spontaneous consumer feedback comments on e-commerce platforms praising the packaging for being “nice and refreshing” as well people “feeling happily surprised” when they opened the packaging and “feeling good from the packaging design” even though they had not yet used the product.