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以战略为导向的品牌全案策划

百年丽人:百年补水之王价值重构 ——

【长效补水】的心智切割

案例引言:

百年丽人是国内专业补水的护肤品牌,成立于1992年。创始人叶秋玲在创业前是一名军医,她白手起家创立百年丽人,靠高品质产品一直走到了今天。伴随着社会的发展,品牌也需要发展才不会被市场淘汰。近年来,国产化妆品品牌迅速崛起,抢占市场份额。百年丽人的地?#20250;?#23692;可危,它如何重新成为补水领域的王者?


百年丽人:百年补水之王价值重构

【长效补水】的心智切割




百年丽人品牌全案策划

客户:百年丽人

服务内容:品牌战略规划,品牌体系构建,包装升级,物料设计

创作日期:2017-07-21

品牌策划公司 > 案例 > 美容/服饰/珠宝







































国产品牌势不可挡,百年丽人如何逆袭?

国产护肤品牌一路高歌猛进,像自然堂、韩束、韩后、珀莱雅等品牌近年来均取得了不俗的市场成绩。百年丽人不论是从产品品质还是品牌资历来说,都不?#20154;?#20204;差,为什么百年丽人却停滞不前呢?从品牌战略层面来说,一个品牌要不断注入新的发展动力,才能保持高效增长。这个社会在不断改变,市场在不断改变,连消费者也在变,品牌怎能不变呢?


百年丽人的诉求点是“专业补水100年?#20445;?#30446;前市场上有很多护肤品牌诉求“补水?#20445;?#20687;珀莱雅“深海护肤领域的守护者?#20445;?#33258;然堂“冰肌水”、韩束“巨补水?#20445;?#36825;些品牌从各个角度强调产品的补水功能。对于专业补水的百年丽人来说,它才是补水品牌里的王者,但是消费者的心?#25250;?#21364;没有它。


龙狮团队经过观察分析,发现百年丽人的包装还停留在5年前,品牌定位“专业补水100年”太过笼?#22330;?#36825;些问题导致百年丽人无法与消费者建立有效沟通,进而影响了百年丽人在市场的地位。那么如何解决这些问题?


人体的80%成分都是水分,女人更是水做的骨肉,女人都知道补水的重要性。但是补水之后不保湿,水分很快流失掉依然是没有任何作用。想要解决皮肤问题,想要让皮肤一直水嫩有弹力,关键问题在长效补水。百年丽人产品核心技术“细胞膜AQP3靶点水通道?#38381;?#26159;解决这一问题的最佳方案,因此“长效补水”才是百年丽人精准的定位方向。



构建品牌全新体系,增强品牌影响力

“全天候肌肤管家”是龙狮团队为百年丽人创作的新定位,将百年丽人的定位不仅仅局限在“补水?#38381;?#19968;功能上,是更高层次的“肌肤管家?#20445;?#22880;定了百年丽人品牌的战略高?#21462;?#37197;合广告语为“长效补水,为美丽续航?#20445;?#28165;晰、准确地表达了百年丽人的品牌诉求以?#26696;?#28040;费者带来的利益。

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