Yina / Skin care, that’s Self care.

A Western audience meets Eastern skincare.

Yina is a holistic Traditional Chinese Medicine (TCM) beauty and wellness brand who hired us to help maximize their U.S. marketing opportunities.

We started by embedding with the founders to evaluate their challenges and prioritize efforts. The primary challenge we discovered was that many U.S. consumers didn’t understand TCM terminology or its benefits, which was a barrier to optimum expansion.

So, we set out to help them demystify the complexity of TCM for a U.S. audience and show consumers how—and why—to use Yina’s products in relatable terms.

A new tagline:

From the new language we developed, we created a simple tagline that encapsulated both the interior and exterior benefits of their TCM approach to skin products: Skin care, that’s self care.

The foundational work we did at the beginning established ownable positioning, brand attributes and concise brand language. We used that to update Yina’s brand guide to reflect simplified messaging for each product, inform insights for each product, develop our project briefs, and inform a comprehensive opportunity plan. 

Here are a few of the projects we created and produced:

Skincare routine “how-to” videos:

To help bring Yina’s distinct product lines to the top of Google searches and to help new buyers understand how and why to use them, we demystified the products’ unique abilities to address commonly searched-for skin and wellness concerns.

Divine Sheet Mask influencer ad campaign:

We tapped a collection of existing influencer superfans to show why they love the mask, and combined that with press accolades and our own footage to create impactful and educational ads to drive purchase.

Gua Sha ad campaign:

We leveraged media coverage of Yina’s Gua Sha tool to excite people around its popularity and educate them on the many benefits of the powerful tool from breast health to reduced anxiety.

Iconography:

We created a series of icons highlighting some of the most important product facts that help to build trust with someone who’s considering the brand.

Role: Creative Director, Content Direction, Brand Strategy, Production
Created in partnership with Yina’s internal team.

Copywriter: Nicole Lesmeister
Cinematography: Poppy Lynch
Photography: Andia Lo
Video Editing/Color: Erin Turney, Jesica Bauer
Music Editing: Raphael Ajuelos