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.
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.
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.