DAYLIGHT ACNE SPOT PATCHES

Inclusive acne skincare treatments
Role: Branding, Packaging, Prototyping, 3D modeling, Conversational UI

CURRENT LANDSCAPE

In America, having acne and being beautiful are seen as mutually exclusive. Beauty is defined as having perfect skin and a flawless complexion. Those who don’t are made to feel embarrassed and ashamed.

Acne sufferers often feel depressed and isolated, and may resort to harmful behaviors such as popping zits (leads to skin scarring) or covering them with makeup (prolongs breakout).

Acne needs time to heal, but outwardly treating it isn’t a socially acceptable option.

CHALLENGE

Bring an international product into the U.S. market.

Change perception of acne treatment from "fixing yourself”, to “treating yourself”.

SOLUTION

Introducing: Daylight, a brand focused on helping you treat your skin and feel good doing it.

Inspired by K-beauty, we focus on better skin, not just better looking skin. Acne is seen as a common skin infection, and therefore treated as a wound.

By using pimple spot patches, an all-natural patch that absorbs pus and blocks impurities and UV rays, we’re turning acne treatment into a positive experience. Daylight also provides assistance and resources, allowing everyone to continue their journey of acne treatment.

BRAND MANIFESTO VIDEO

THE DAYLIGHT BRAND

STRATEGY

  • Self care through skin care

BRAND ARCHETYPE

  • Change agent

BRAND ROLE

  • Your cheerleaders
  • Your advocates
  • Your support team
  • Your acne squad

BRAND TONE

  • Positive
  • Empowering
  • Lighthearted
  • Inclusive

THE ORIGINAL PRODUCT + USER TESTING

Daylight spot patches from South Korea are clear and come in circular dots.

When we user tested these acne spot patches, we noticed:
  1. They were difficult to remove and tended to fold under itself during removal.
  2. They were too reflective and didn't blend into darker skin tones.

We are unabashedly excited to help you treat your skin.

PROPOSED PRODUCT CHANGES

The original amount of 12 patches is now doubled to 24 to better compete with existing product lines in America. We further expanded the Daylight's product line to include a cut-your-own-size sheet, for days when you have an asteroid belt on your face.

BUILD ON INCLUSIVITY

South Korea is a homogenous population, while America is not. Once our users mentioned how they wouldn't wear these out in public unless they blended better, we knew Daylight had to modify the product lineup.

This resulted in 6 different tones (fair, light, medium, tan, deep, and ebony). The patches are translucent to blend in. The packaging clearly represents each color.

FUN PACKS

Daylight wants people to be proud of treating their skin well. To go from fixing yourself to treating yourself, we want you to flaunt your self-care.

This is why we made emoji and festival packs. Wear a poop emoji during your next concert and feel fly you're properly treating your acne.

INSIDE THE PACKAGING

Because it was hard to peel the acne spot patch off, we modified inside the packaging.

To keep the patch sterile and easy to apply, we created a 3-layer application process. First, peel the white layer off and adhere the patch directly on the pimple. Once the patch touches skin, the clear adhesive easily comes off, similar to a bandage.

BUY ON INSTAGRAM

Daylight will pair with influencers sharing our outlook on loving and treating yourself instead of fixing yourself.

"I only wear makeup when I feel like it. CUZ YA GIRL IS POPPIN WITHOUT IT! Yes, I love myself. You should love you, too. 😉"
- @lipstickncurls

The influencers can promote Daylight on their stories, and it will lead to Daylight's own Instagram. Users can view, compare pricing, and buy the acne patches straight from our Instagram profile.

PIM PAL: THE CHATBOT

We want to encourage proper and safe skincare practices especially with our acne spot patches. The simplest way would be to have a 24/7 chatbot assistant to help guide Daylight users.

The chatbot will ask users how far along their pimple life cycle is, and will let users know if it's time to use our acne spot patches.

CONVERSATION MAPPING

BRIEF

Our brief was to bring an international product to the U.S. market.

Recently, a friend sent me all-natural acne spot patches only sold in South Korea. These patches sucks up pus from cystic acne and shields them from debris and UV rays. By creating a moist and sterile environment, healing time is decreased.

RESEARCH

America has built a shame culture around acne with expectations to either harmfully pop zits or cover them with makeup. Whereas in South Korea, it's acceptable to publicly treat your skin. There are two trends occurring in the American health and beauty market.

Model and personality Chrissy Teigen in a K-Beauty sheet mask
  • K-Beauty products
  • The Korean beauty industry has been growing at a rate of 9.2% even with a global economic recession. By 2020, the South Korean industry is expected to exceed $13 billion (up from $11.6 billion in 2015), predicts Euromonitor International.
  • All-natural beauty products
  • All-natural products is becoming more popular. According to Amy Regan of Skinfix, 73% of millennials say they want natural skincare products.

BRANDING

We noticed the difference in branding and packaging between the U.S. and Asia. While Asia has a tendency for cute and animated, U.S. markets prefer clean and simple.

We polled the two styles via Instagram.

While it was close, the preference was clean and simple.

We still wanted to keep true to the acne spot patches’ roots. Thus we created a color palette that’s bright, saturated, and engaging without any frills.

The dot on the “i” represents the spot patch as if the user is pulling it from the sheet. Gotham has rounder curvatures subtly reminding audiences of the product, and thus made sense as Daylight’s main typeface.

PRODUCT

Daylight sits perfectly at the intersection of both K-Beauty and all-natural skincare. Daylight is a brand about beauty meeting wellness. That’s the future of the health and beauty industry.

Our product sits at the top-right intersection of helpful and proactive while being all-natural.
Before using Daylight Acne Spot Patches, the user grows through a vicious cycle of pimple care.
After using Daylight Acne Spot Patches, the vicious cycle breaks.

CHATBOT RATIONALE

Introducing a new health/beauty product can raise many questions.
When do I use the acne spot patch? How long does the patch stay on? When should I replace the patch?

We decided on creating a chatbot with the sole intention of educating the user on how and when to use our product. Pim Pal is a play on the term “pimple” changed into a friendlier interface and voice.

We broke down the crafting of the chatbot into 4 tenets:

1. INTRODUCE

Pim Pal is the user’s go-to for pimple care advice. While it doesn’t replace a dermatologist, it provides users a quick and private method of learning about proper skincare techniques.

2. ASSESS

Pim Pal teaches the lifecycle of a pimple to the user.  Then suggests how to use a Daylight Acne Spot Patch to help reduce acne frustration by asking the user a series of questions.

3. EDUCATE

Education is Pim Pal’s #1 goal. Pim Pal shows proper usage of patches throughout the pimple lifecycle.

4. LOCATE

Pim Pal offers to find the closest Daylight Acne Spot Patch retailer for the user to immediately get started on proper skincare.

Chatbot whiteboard flow

MY ROLE

  • Pitched product and its design and internal packaging innovations to team
  • Mocked up product in Cinema 4D
  • Prototyped Instagram shopping using Sketch and Adobe XD
  • Helped identify amount of skin tones to represent and justified reasoning
  • Chatbot script and prototyping

TOOLBOX

  • Sketch
  • Principal App
  • Cinema 4D
  • Adobe XD
  • Photoshop
  • Illustrator

TEAM --

Aaron Mayor (experience designer)
Adrienne Johnson (brand manager)
Blake Smoral (strategist)
Jenn Chau (experience designer)
Lynn Nakamura (art director)
Thea Ryan (copywriter)