Dabao is the most well-known family skin care brand in China market for over 30 years, owning the biggest consumer base.
While the majority of users are male and elderly group, and which leads to the challenges – brand image outdated and off beauty category. The change is expected both from the client and market. One of the strategic moves is entering the growing mask category in mid-price tier with the product concept, one flower, one leaf and one tea. The priority channel is EC.
Modernise and strengthen the Dabao brand imagery to powerfully resonate with historical audience while resonating with younger generation.
Dabao is strongly tagged with “national brand”, which Cowan captured and translated into an exclusive design style.
Dabao brand management commented as “understanding Dabao very well” and also massive spontaneous consumers feedback on EC stores as “nice, refreshing packaging” “feel happily surprised when open the pack” “feel good from the packaging design even haven’t used”.