黛美悦
草本精华，悦享美丽
项目背景：
随着消费水平的提升和消费者意识的觉醒，中国消费者、尤其是女性消费者对化妆产品的需求也更加精益求精。中国女费者不再满足于使用中低端产品进行基础皮肤护理，对高端品牌和更高护肤效果。研究表明，2013年，中国主要城市(北京、上海、广州、深圳)超四成的女性消费者已是高端品牌的使用者，而有超三成的消费者表示有意愿尝试高端品牌产品。不论是电商平台还是实体商超或直营店等，近年来消费者对高端品牌的关注度逐年攀升，高端品牌的认可度和整体销量也持续维稳，高端化妆品市场所占份额节节升高。
Background of the project:
With the promotion of consumption level and the awakening of consumer awareness, Chinese consumers, especially female consumers more refine on the demand for cosmetic products. Chinese female consumers are no longer satisfied with the basic skin care in the use of low-end products, they demanding for high-end brands and more skin care effect are gradually rising. Research indicates that, more than 40 percent of female consumers in Chinese main city (Beijing, Shanghai, Guangzhou, Shenzhen) are the high-end brand users, and over 30 percent consumers showed they are willing to try high-end brand products in 2013. No matter to the business platform or business entity market or direct-sale store, the attention of the consumers of high-end brands in recent years is gradually rising year by year. The recognition of high-end brands and overall sales are continued to maintain stability. The share of high-end cosmetics in the market is rising.
面临挑战：
中国市场的发展吸引了更多国际品牌的目光，尽管“一般化妆品30%消费税有望被取消”的消息让一众中小品牌看到了曙光，国内一般化妆品的市场份额占比仍占优势的现状更让其信心大增。但如果此举真能落实，中低端化妆品牌的经营成本将相应降低，中低端市场的竞争会更加激烈，加上高端品牌的强势侵袭，中低端市场反而愈发举步维艰。
高端护肤化妆品市场，“洋品牌”依然是国内化妆品市场的主角。有相关数据显示，以高端品牌为主的“洋品牌”以25%的品牌数量占据了75%的市场份额，可谓占据了国内化妆品市场的大半江山。尽管国内一般化妆品的市场份额占比仍占优势，但高端护肤化妆品的利润空间其实并未被压缩，随着中国主流消费倾向的转变，高端品牌份额不降反升，高端、中端和低端化妆品市场的差异化竞争将逐步成型。
Facing the challenge:
The development of Chinese market attracted more international brand vision. Even though the news "30 percent general cosmetics consumption tax is expected to be canceled" letting numerous small brands see the dawn, the current situation that the general cosmetics domestic market share is still the dominant make them feel more confident. But if it really can be implemented, costs of low-end cosmetics brand will be reduced accordingly, the competition will be more intense, plus the invasion of high-end brands, their situation will be in a dilemma.
"Foreign brand" is still the leading role of domestic cosmetics market in the high-end skin care cosmetics market. Relevant data shows, the number of "foreign brands" which aimed at high-end accounted for 25 percent of the whole market took 75 percent of the market share. Despite the general domestic cosmetics market share ratio is still dominant, the high-end skin care cosmetics profit space is not compressed. With the changes of Chinese mainstream consumption tendency, high-end brand share did not fall but rise, diversified competition of high-end, mid-range and low-end cosmetics market will gradually forming.
解决方案：
针对中国化妆品市场发展趋势和对消费心理的研究，先知命名团队为其命名“黛美悦”，寓意美丽的容颜带来身心的愉悦。“黛”是古代女性画眉用的颜料，用来增加女人的秀美；“悦”是取悦，女人美丽的容颜是取悦自己的绝佳答案。“黛美悦”三字充满了中国古典美，突出了化妆品的行业属性和带来的效果；同时“黛美悦”一名高端大气，雅而不俗，与传统品牌和国际品牌有着明显的区隔，独树一帜，有很高的品牌辨识度。
先知设计团队根据这一名字和她的主张进行了LOGO、包装设计。LOGO设计以一个花环半包围中文名和英文名，从形象上就提升了整体气质，给人以美感；包装设计以淡色为主，配合淡雅草本图案，契合产品的草本美妆理念。设计整体给人以高档、健康、悦目的感觉，让人过目难忘。
The solution:
According to the development trend of Chinese cosmetics market and consumer psychology research, Wevin naming team named it "Dai Meiyue", which means beautiful countenance will bring physical and mental pleasure. "Dai" is the paint that the ancient female use to paint their eyebrows to increase a woman's beauty. "Yue" is pleasing, which means woman’s beautiful face is the best way to please yourself. The three words "Dai Meiyue" is full of classical beauty of China, highlighted the cosmetics industry property and effects it possessed. At the same time "Dai Meiyue" is full of a high-end atmosphere, elegant and decent. It has an obvious distinction from traditional brands and international brands. It becomes an independent school and has very high brand recognition.
Wevin design team conducted LOGO and packaging design in accordance with this name and its opinion. LOGO design is a wreath semi enclosed the Chinese name and English name. The image enhanced the overall temperament and gave a sense of beauty. The main color of packaging design is light, with elegant pattern of herbs, which fit its herbal beauty makeup ideas. The overall design gives people high-grade, health, pleasing feeling and let people hard to forget.
