Context
In today’s digital age, online presence is crucial for brands, particularly considering the online shopping preferences of Gen Z. To bridge this gap and stand out on social media platforms like Xiaohongshu, Chinese traditional cosmetics brands must emphasize their authenticity, leveraging strategies such as emotional storytelling, user co-creation, and collaborations.
However, despite their rich heritage and cultural significance, traditional Chinese cosmetics brands encounter challenges resonating with younger audiences in the digital era. While many have established a presence on social media platforms, only a few have effectively engaged with Gen Z.Xiehe, a 34-year-old Chinese cosmetics brand, is renowned for its flagship product, the 'Vitamin E Lotion', which is praised for its affordability and positive reputation. However, compared to other local traditional skincare brands, Xiehe has been losing its uniqueness and brand identity. Its pristine, decentralized, and traditional brand image has failed to capture the attention of Gen Z online consumers.
Collaborating with clinics and developing professional formulas in collaboration with expert labs and professors, Xiehe addresses a wide range of skincare concerns, providing comprehensive solutions. Yet, due to the widespread recognition of the Vitamin E Lotion, most of Generation Z perceives Xiehe’s brand image as traditional and budget-friendly domestic skincare, rather than an innovative professional skincare brand.
Design Statement
Element Lab offers an authentic, personalized skincare regimen exclusively for Chinese Gen Z, part of Xiehe Cosmetics' rebranding. Through the Element Lab campaign hosted on its WeChat mini-program, users embark on a journey of self-discovery.
Engaging in entertaining personality tests and storytelling, they gain valuable insights into their skin concerns, habits, and daily routines. By clicking an external link, they seamlessly access the brand's mini-program, becoming members. They then customize a special skincare set with AR interactive packaging, addressing their specific needs. This innovative program not only boosts brand awareness among Gen Z but also enhances Xiehe's professional image.
Element Lab
Vitamin E Skincare Set
Ceramide Skincare Set
Vitamin C Skincare Set
Skincare Personalities Leaflets
AR Interactive
AR Interactive
