The first skincare brand of Bayer in China
Nowadays, Chinese consumers’ lifestyle and needs have become increasingly personalized and diversified. With the upgrading consumption concept, manicure and tattoo have been gradually accepted and popularized. As a result, skin irritation, sensitivity, injury and inflammation are common problems.
In response to such market demand, Bayer Bellerain was launched. Bayer has over 100 years pharmaceutical experience and has rich knowledge in the field of dermatology globally. However, in China, Bayer has never launched a skincare brand.
How to establish credibility for Bellerain in such a competitive industry? How to differentiate with other skincare brands? How to make the brand impressive among consumers?
Ylab helped Bellerain find its brand positioning, designed a concept for its core technique, and created key visuals and icons for people to remember the brand and its product selling point, which helped the brand launch successfully in the Chinese market.
We grasped the largest inherent advantage of the brand—the pharmaceutical experience of its parent group Bayer. As many brands cooperated with hospitals and laboratories to launch products, we defined Bellerain’s brand positioning as ”leveraging pharmaceutical experience to make skincare products.” Consumers were able to recognize immediately that the brand is a professional dermatological skincare brand and nothing like any other beginners.
With the given product line of Bellerain, a series of body care products of different concentration of urea and plant extract, hand and foot cream, nail care product, we wrapped up a concept of “hierarchical repairing & pro-active managing skin health” to differentiate from competitors and leave the brand a sustainable product platform to build future product lines.
We also clearly defined the feature of our target audience, aiming at dry and sensitive skins, the nail art lovers, and people with tattoos. These people with skin irritation, sensitivity, injury and inflammation are in urgent need to repair skin barriers. And not many brands have paid such attention to this growing market with strong potential, leaving Bellerain a good opportunity to enter the market.
To enhance the image of professional functional skincare brand, we designed a concept and an icon to summarize the formula and technology of Bellerain. “LA.C herbal-tech,” designed by Bayer’s Swiss laboratory.
We designed a key visual element, an icon to represent the LA.C herbal-tech. The shape of a waterdrop symbolizes the moisturizing function of the product. In the center of the water drop is an abstract graphic of Alpine Edelweiss, known as “Leontopodium,” a precious ingredient used in luxury cosmetic brands. The cross “+” symbolizes the pharmaceutical background of the brand.