Communication

Yanli

Extra Form

Country	China
Year	2022
Award	WINNER
Client	Yanli Cosmetics China Co., Ltd.
Affiliation	inDare Design Strategy Limited Co., Ltd.
Designer	Yuxi Lin, Mengdi Wang, Tianjian Chen, Qingwei Li, Keke Zhang
Description(English)	In order to effectively and accurately provide our professional skincare solutions, we have created a unique skincare ecosystem. As a trusted skincare store, customers can ask to beauty consultants for better answers. A expresses the answer to skincare and represents the A-grade professional service provided by Afiona. Encouraging customers to explore and dare to express themselves. Like opening up the answer book to skincare, Yanli offers the most appropriate skincare solution for customers.
Description(Native)	通过系统性的线下门店走访、门店美顾访谈和妍丽公司高层访谈前期工作开展，inDare发现对于当下年轻人而言，妍丽定位模糊、没有明确的品牌形象，同时妍丽逛店体验感差、传统的导购模式也让年轻人拒绝了解其专业护肤实力。 进一步的线上定量调研中，我们发现对独立思考、选择不盲从的TA而言，并不希望简单地选择“热门产品”，而是获得更有针对性的展产品喝专业的指导方法。TA们更希望从自身皮肤状态出发满足肌肤诉求，通过个性化护肤焕发独特的本来之美。 简单地通过大范围的划分定义来选择护肤产品，可能会导致肌肤得不到科学合理的爱护。面对妍丽专业的护肤方案该如何有效准确传递给消费者的问题，inDare为妍丽打造一个有鲜明品牌特色的护肤生态，让消费者在这个生态中，解决肌肤问题，探索一切有关肌肤的答案。在「更值得信赖的肌肤专研店」的定位之下，美顾则是「你的专业肌肤管家」，以真挚的态度，提供最专业的肌肤方案。 为了更好地诠释妍丽英文名，妍丽以「Lady A」自称，「A」与「FIONA」的呼应与对答，是AFIONA妍丽与消费者关于肌肤的对话。知性从容、独有见地，鼓励TA们乐于探索，敢于真实地表达自己。来到妍丽，就像是翻开了一本「肌肤答案书」，和TA一起探索成长，来妍丽，「给你肌肤的答案」。
Website	www.in-dare.com
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