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 The brand image was outdated and did not fit into the beauty category.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.
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.
Dabao is considered the “national brand”, which Cowan captured and translated into an exclusive design.
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.
