Code 00 - Design for the Skincare of Post-00 Generation

"Code 00" is a series of skincare products designed for the Chinese post-00 generation. It was published in 2019 PCHi China by the Symrise, a global giant in the production of active ingredients for cosmetics, and designed by YANG DESIGN. Before its publishment, YANG DESIGN has cooperated with Symrise to do design research towards the post- 00s to understand their characters, their understanding and preference of skincare.

The strategy research process of this project included three main phases, exploration, definition, and delivery. During the first phase, we did desk research to collect information on current skincare products and brands promoted for the post-00s, and relevant reports regarding this generation, for understanding and analyzing the perceptions and package preferences of skincare of the post-00s, and visualized the research in the form of the mood board.

Take the mood board as an engagement tool, we interviewed five persons in the ages of 16-18 online,  asked their daily life and skincare habits, collected their provided pictures of frequently used skincare products, as well as their purchased and praised brands and products.

Based on that, we summarized four personas with different characters, skincare levels, and aesthetic preferences, aiming to conduct different package design themes. We also extracted their four main skincare scenarios and five skin challenges to get informed in terms of the performance and categories.

1. The post- 00s could be called the indigenous generation of mobile internet. They are more inclusive of absorbing various information, and they didn't have a stereotypical image of skincare products. Thus, they could tend to be attracted by unexpected out of box products
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2. Most of the post-00s prefer to be more appealing to lead the trends rather than catch up that. They prefer the label of individuality and independence.
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3. One of the typical skincare scenarios of the post-00s is exercise and fitness, they usually use the cleansing gel after they do sports, and sunscreen and lip balm products are essential for outdoor sports. Skincare products could be more portable and even has some social and prevalent meaning to them.
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4. The top five skincare challenges for the post-00s are acne( 80%), need moisturizing(70%), oiliness (60%), sensitive and easy to get tan (43%), and lip chapped( 40%).

According to the research about skincare scenarios and challenges of the post-00s, Symrise and YANG DESIGN published the series skincare products, 'Code 00', which included six items covered different performances.

As to the package design, corresponding to the key insights, it highlights the light and portable, with a sense of futuristic and metallic.

The final product concept of design won a gold award for the Pentaward in the category of body in 2019.
https://www.pentawards.com/2020/en/page/winners