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Cosmetic Marketing Strategies during Chinese New Year

Cosmetics brands are rolling out New Year Collections to celebrate the upcoming Chinese year of the Rat. The three main marketing design elements used are the Rat, other traditional Chinese symbols with auspicious meanings, such as golden clouds and lantern, and finally, lucky colors such as red and gold.

As 2020 begins, the Chinese are counting down to the Chinese year of the Rat (鼠-Shu). It is a good time for brands to build an emotional connection with Chinese consumers by launching seasonal products or special editions. Therefore, a host of brands have taken action, especially cosmetics brands. Let’s take a look at some of the more interesting new-year marketing campaigns.

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