eonnii
Brand Identity, Packaging Design, Campaign Strategy
A Korean-inspired skincare brand for tweens that focuses on unique packaging and social media.
Social media is driving tweens to use skincare products with strong active ingredients that are too harsh for their thin, sensitive skin.
Problem
Research what tweens need and want in skincare and do a competitive analysis on existing brands. Develop a brand and brand guidelines that meet the needs and wants of tweens in skincare. Design packaging and campaigns.
Objective
Tweens want things that make them feel older. So, introducing eonnii (on·knee), the cool, kind, honest, and reliable older sister your skin deserves. Eonnii uses the gentle principles of Korean skincare and is made to be gentle enough for tweens. Eonnii, meaning older sister in Korean, was made to nourish, protect, and care for you every step of the way like an older sister. Tweens follow social media influencers and trends and like packaging. So, the brand focuses on social media ambassador campaigns and unique packaging.
Solution
Tweens follow social media influencers and trends for skincare. So, the brand focuses on a social media ambassador campaign with global girl group KATSEYE. KATSEYE has a diverse group of young women with a similar audience demographic as eonnii. They also have a sisterhood concept like eonnii. Because tweens get skincare help from social media, the campaign utilizes real social media comments and questions directed to KATSEYE for skincare help.
Ambassador Campaign
