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Our client is a cosmetics, skincare, and fragrance company actively expanding its presence in China, carefully adjusting its offerings and strategies to align with local consumer preferences and regulatory standards.
Due to the launch of a new product in China in 2023, the client reached out to Daxue Consulting to analyze the industry trends to strengthen or review the market hypothesis, as well as audit the reintegration of the new product, to understand its current usage and potential pain points of its consumers.
The research was divided into three steps:
Step 1: Audit of the product discussions post-launch
Step 2: Analysis of the 11.11 product campaign
Step 3: Online diary
We also compared the perception of the product with its first version to understand the key differences pinpointed by the consumers.
We used the social listening method to analyze 30 days of social media and e-commerce data on the new product, which led us to the understanding of:
We implemented the same methodology as in step 1 of the research but focused on the 11.11 shopping festival product campaign. This way, the client was able to anticipate any backlash / red flags on the new product launch and price increase and prepare the communications for double 11.11 to fully leverage the product launch in a shopping festival context.
We then moved on to an online diary designed to assess the product’s perceived efficacy and integration into the beauty routine. The outcome helped with mapping and analysis of the participants’ beauty routine and the perception of brands offering similar a product.
We identified brands with a similar product to the one launched by our client. With the help of social listening tools, we analysed the perception and painpoints mentioned by Chinese consumers regarding those products in comparison to our clients’ one.
We presented our findings along with actionable recommendations to the client via an executive market report, so that the brand could understand the current usage, pain points, and the potential of its products among Chinese consumers.
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