Scent and the feel on the skin are things customers can't check on a screen.
Body care sells scent and the feeling of using it. Sinh Vũ makes the name, color, material and texture photography tell that story, so customers trust it before they open the cap.
Three things first: a way to tell scent in words and images, a set of texture photos that show how it feels on the skin, and a trial sample worth taking home. Together they help customers believe what they can't yet smell.
Scent name, color and description that match, so customers can picture the smell through a screen.
Foam, cream and lotion on the skin, in one photo standard across every sales channel.
A small sachet or tube that carries enough of the brand for customers to remember and find it again.
All are body care, but customers buy for different reasons, so each group needs its own way of speaking.
Their customersUsed every day, chosen by scent and how it feels in the shower.
Brand challengeGive the scent a clear face, so customers remember the scent name and not just the bottle color.
Their customersCustomers care about absorption, smoothness and the scent that stays on the skin.
Brand challengeShow how it feels on the skin in images and words, when customers can't try it yet.
Their customersOften bought as a gift, for the handbag, for the work desk.
Brand challengeA small tube worth carrying and worth giving, that looks good sitting on a desk.
These are the places where body care brands tend to lose customers even with a good scent and formula.
Customers read gentle floral, see the same line on every brand, then pick the familiar one.
Name the scent, give it its own color and image, and tell it through feeling and moment instead of listing notes.
Start from this problemCustomers set your bottle beside a supermarket brand and see little difference.
Differ where customers touch: bottle shape, label material, how it opens, and only then color.
Start from this problemA few products dropped into one box with no order, and the giver is shy to hand it over.
Design the gift set as a product of its own: the box, the order of opening, a short card, usable across many occasions.
Start from this problemSmall sachets handed out, and customers can't remember whose they were when it is time to rebuy.
Design samples in the same language as the main product, with the scent name and how to find it again printed clearly.
Start from this problemAt Buying. Customers can't smell or try it, so they need another reason to choose. If the texture photos and scent story don't convince them, they go back to what they know.
Touchpoints are where customers look, touch or smell. You don't need to do everything at once. These five decide most of a body care customer's impression.
Customers hold it every day, so how it feels in the hand decides whether they rebuy.
On holidays many customers buy to give, so the gift box speaks for the giver.
The only way customers can see how it feels when buying online.
Lets customers smell and try it, which makes it the most persuasive touchpoint.
Helps customers remember the scent, find it again and recommend it to people they know.
Listed in the order to do them. A newly launched brand can stop at step three; a brand with many scents goes all the way.
How to name and tell a scent, the base for every line of copy afterward.
Name, mark, color and type for the whole brand.
Bottles, tubes, gift sets and trial samples.
A set of texture and in-use photos, usable on every channel.
Cards, leaflets and trial kits for dealers and corporate gifting.
Sinh Vũ has not published a body care project. The two below solve the two closest problems: a premium look in cosmetics, and many product lines with one face.
Callidora, a skincare cosmetics brand, had Sinh Vũ build a feminine, premium identity system that keeps its promise of beauty from healthy skin from the very first glance.
Feminine and premium without cliché: a premium visual direction for a care brand.
2009LiuGems sells natural-stone jewellery to people who believe minerals carry energy, a trade where beauty tends to arrive improvised and promises tend to run ahead of proof…
Eight product lines, one shared face: exactly the problem of many scents and many lines.
The principles behind it
Name the scent, give it one color and one image, then tell it through feeling or a moment instead of listing notes. Keep the line short and put it right under the product name.
Treat the set as a product of its own: a sturdy box, products arranged in order, a short card. Make a version that works across many occasions instead of one holiday season.
A compact tube that opens with one hand and looks good on a desk. Make a real sample and try it in a handbag and on a work desk before you sign off.
Yes, if the sample carries enough of the brand name and a way to find it again. A trial sample is the one touchpoint where customers can smell and try before buying.
A few lines about the scent, the user and what is holding you back is enough. Sinh Vũ will read it and reply within one working day.