Study On Visual Strategy Of Male Skin Care Products

With rapid development of Chinese economy and the ever improving domesticspending power, skin care products have become more and more popular with urbanmen, developing into a new growth point in daily chemical industry. The era of“Him-led economy” has arrived. The sales revenue for male skin care products inChina indicates a "one-sided" trend: the market has been dominated by foreignbrands, while domestic brands find it difficult to take a share. Therefore, someprofessional research into visual strategy of successful brand carries a lot ofsignificance for domestic brands to improve market competitiveness.This thesis aims to highlight the visual prominence among the five sensesfrom the perspective of visual communication. It starts from analysis of visualcultural transition of the target product. Then it provides insight into visualpresentations such as color, bottle shape, graphics, and text featured in packagingsemantics. It tries to connect visual presentation with brand profile, functionalappeals and cultural characteristics. This is followed by case study on successfulbrand in terms of its advertising strategy to involve brand measurement, publicity,consumption idol and brand visual representation. The thesis is digging into brandimage presented through visual elements, based on masculinity and malepsychological factors.It is indicated in this thesis that visual presentation relies onemotional connection of product with consumers developed through visuallytriggered imaginations. The thesis aims to build a strong connection between visualpresentation and brand consolidation, from the perspective of consumer market andinsight into consumers’ emotional needs.Based on the Visual CommunicationTheory, the thesis also incorporates related theories including Marketing, ConsumerBehavior, Anthropology, and Semiotics. It is hoped that this thesis could providesome ideas and reference for domestic male skincare brand.