Project Info

Life & Half's newest D2C skincare brand launch. Say hello to Asaya - a brand by one of India’s most noted D2C founders & serial entrepreneur. Asaya is a premium skincare brand priced upwards of INR 1250.  The brand creation work for Asaya included everything consumer research, brand positioning strategy, branding design, packaging design system & nomenclature, content bank & communication development across social, marketplace & native site.

The founding team approached us with the melanin niche in mind. L&H team started the project at consumer survey (both in-depth + FGDs) across 5 cities to understand the perception of self wrt brown and melanin. Post this we developed brand articulation. Both the packaging & nomenclature system - while the adhere to category codes - disrupt it as well by nudging skincare category as a whole to rethink perfection-aimed, flaw-fixing design.

After design - L&H developed product + campaign shoot concept including statics and video to be used across Amazon / paid marketing / social media and offline store collaterals.

The brand is live on marketplaces and already in best sellers list and Amazon’s Choice. As it rolls out its D2C site, we continue to deliver on the founding team’s incredible vision and commitment to the space by driving organic top of the funnel with our social media strategy.

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