L’Oréal is a French multinational and the world’s largest cosmetics company. It has been delivering a wide range of personal care products from skin care, make-up, perfume, to hair care product categories in China’s beauty industry since the late 1990s.
L’Oréal sought to better understand the Chinese beauty market and identify strategic target profiles. Therefore, we identified distinct Chinese beauty consumer tribes, developed activation toolkits tailored to each segment, and conducted a comprehensive audit of the brand positioning and performance across these tribes.
Daxue Consulting combined data extraction (from e-commerce and social platforms) with market expertise to uncover consumer insights and competitive positioning opportunities.
We mainly leveraged the following methodologies:
We conducted desk research across the beauty and skincare industry to establish market context and competitive benchmarks.
We extracted and analyzed 200,000+ posts across e-commerce platforms and social media (Weibo, RedNote, beauty forums) covering skincare, make up, women’s well-being, and motherhood fashion, to identify distinct consumer tribes and emerging trends.
We conducted ~30 in-depth interviews with market insiders (KOLs, distributors, retailers, regulators, marketing agencies, and branding/PR firms) to validate consumer segments and understand the beauty ecosystem.
Daxue Consulting provided L’Oréal with:
