We have carried out a comprehensive brand rebranding for Yimeiyi from brand positioning, product positioning, to communication concepts, etc., helping Yimeihao such an old brand from Switzerland to successfully open the Chinese market. At the same time, the concept of positioning and communication that we have redeployed has been adopted by Yimei, and it has been extended to 23 countries and regions around the world as a unified concept of the world.
Yimei 缇, a well-known brand of high-end skin care products from Switzerland. When entering the Chinese market, Chinese women have not yet developed the habit of oral care products. In response to this situation, we found through consumer insights that most Chinese women have the habit of makeup and skin care, but there is no concept for internal oral care skin care. Therefore, we proposed the “Phase 0 Phase of Skin Care” for Yi Meizhen, and used “Muscle Foundation” as the conceptual packaging for all products of Yimei, so that consumers can understand and accept the role of oral care products. The concept of communication, “sturdy muscles”, clearly conveys the benefits of oral care products to consumers.
In the end, Yimei, a new product that is not familiar to Chinese female consumers, has successfully entered China through the rebranding of a new brand after coming to China, and has shined in the Chinese market.
Based on the successful experience of the Chinese market, Yimei's headquarters has fully accepted the brand positioning and related communication concepts we have made for it, and adopted it as a global unified concept. Today, based on our positioning, the ideas are already in 23 countries around the world. Landing in the region affects local consumers and markets.
In the future, we will continue to promote Yimei's brand to continuously improve and provide a more beautiful lifestyle for more consumers!