一之己 YI ZHI JI
The NEO Lipstick Beyond Beauty
Building a Digitally Native Vertical Brand in China
The Brand
一之己 Yi Zhi Ji is a D2C cosmetic brand that is set to disrupt the beauty industry and give the power back to consumers by offering makeup that is connected and meaningful. Digitally native, the brand has just launched in China in Q1 2021 with a groundbreaking WeChat Mini Program.
The Challenge
The founder, a former C-level executive at L’Oréal China, was looking to create his brand from scratch. The scope of work was extensive, from brand definition to naming, visual identity, product & packaging, WeChat Mini Program UX/UI design, route-to-market, marketing strategy and content production.
Our Solution
We explored trends and the competitive landscape, profiled the target audience and defined the brand mission, positioning and storytelling. We then guided the creation of the Chinese name 一之己, visual identity, packaging design and WeChat Mini Program UX/UI. Having conceptualised the consumer journeys, social CRM and loyalty program, we strategised the go-to market, brand launch, marketing & communication plan, social media editorial calendar, content creation and screened 200+ Chinese KOLs across Weibo, Xiaohongshu and Bilibili.