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How Beauty Brands Build Hype for Chinese Valentine's Day

  •   13 Aug 2019
  •    Chris Wang
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    Localization is an important component of a successful china market entry strategy. Developing products customized based on the time of the year has proven a successful strategy for many cosmetic companies. Last Wednesday (Aug.7th) was Chinese Valentine's Day, during which we saw a host of cosmetic companies attempt to cash in on China’s love affair with seasonal brands and customized products and deals.

    Type 1: ordinary-looking package + 2-3 items as a set - good but…

    Type 2: festival package + over 3 single items and several free samples – cool

    Type 3: well-designed package with vivid holiday meaning + special edition – wow


    YSL: rivet elements and in-love remarks


    Estee Lauder: Graffiti design by James Goldcrown (popular artist on Instagram)


    Shu Uemura X Beast: limited 380 sets with 2 lipsticks and 1 eyebrow pencil

    The success of seasonal and holiday branding in China necessitates that stakeholders pay special attention to the meaning of holidays and be more innovative during product and package design. China’s younger consumers (particularly generation Z and Y) are receptive to products which appeal to their demand for novelty and engage with them based on their unique culture and values.

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    ABOUT THE AUTHOR

    Senior research analyst at ChemLinked, focuses on market and regulatory intelligence in China, especially for imported goods: dairy products, health foods, pet foods, cosmetics, etc.

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