TICHYS Micro Needle Patch New Product Launch on Independent Website: Entering the Mid-to-High End Eye Care Market with Microneedle Technology

Summary TICHYS is a DTC skincare brand focused on targeted eye-area anti-aging. This collaboration centered on the independent site launch of its new Hyaluronic Acid Microneedle Eye Patch — from product positioning and visual identity to detail-page content. Built around microcrystal delivery technology, the product addresses four core concerns: dark circles, eye wrinkles, firmness, and hydration, under the brand's "quickly, effectively and safely" philosophy.

Body

Client Background TICHYS targets women aged 25–45 seeking premium eye-care solutions through its direct-to-consumer independent site, primarily serving Western markets. The brand aimed to differentiate itself in a crowded eye-mask category through the innovative "microcrystal" delivery format, moving beyond commodity hydrogel patches.

The Challenge

• Severe category homogenization; consumers had low expectations for patch-style eye care
• Microcrystal technology was new to the market and needed intuitive visual explanation
• First independent site launch required detail pages that balanced technical credibility, premium aesthetics, and conversion efficiency
• Multi-language expansion needed: Russian, Korean, Japanese, Spanish, Arabic, and Portuguese markets planned

Our Solution

1. Positioning: Established "Quickly, effectively and safely" as the core message, structuring four benefit pillars — reduce dark circles, reduce eye wrinkles, firm and smooth, moisturize and hydrate.
2. Visual System: Clean white background with blue primary color for a professional skincare feel; product displayed in transparent tray with white crescent-shaped patches, paired with micro-texture close-up shots to convey "microcrystal delivery" technology.
3. Page Architecture: Left-side benefit list + right-side model wearing effect layout, delivering "technology + visible results" above the fold; Before/After comparison images included to reinforce efficacy perception.
4. Multi-language Framework: English content as master template, establishing standardized content structure for rapid localization across 7 additional languages.

Results

• Delivered the English independent site detail-page hero visual and copy system for the new product launch
• Established a standardized four-benefit messaging template scalable across Amazon, DTC, and other channels
• Created a multi-language content master template supporting rapid localization into 7 languages
• Achieved stable organic traffic and conversion on the independent site post-launch