global luxury house · China · beauty
from a beauty launch to a way back into china
A house well known in China had drifted out of the conversation, and wanted to know where its beauty line could win before investing.
the challenge
leadership asked how to launch beauty in china. the real question was where the house still had permission to play.
what we found
closeness, not recognition, was the gap: consumers knew the house, but no longer felt close to it.
beauty was barely visible: the line had little presence in social conversation.
one category had clear permission, and consumers responded best to product quality and offline experience.
what we did
listen: 40,000+ social posts, 12 consumer interviews, 5 senior experts and 4 benchmark brands.
analyse: we mapped where the house had permission, and advised against a broad, showy relaunch.
align: a phased entry, leading with the strongest category, staging a hero product next, and building a long-term cultural platform.
what changed
the work became a group-level china opportunity, the cultural direction was tested locally, and potential partner institutions were identified.
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