As one of the most dynamic and competitive beauty markets in the world, China presents global brands with both immense opportunity and distinct challenges. For Kylie Cosmetics, a brand already commanding attention across the U.S. and Europe, entering China meant more than geographic expansion—it called for beauty brand localization in China that balances global fame with local relevance.
To prepare for this pivotal launch, COTY partnered with Labbrand to conduct a comprehensive brand audit of Kylie Cosmetics’ makeup portfolio. The mission: to decode the Chinese beauty market strategy needed to resonate with a new generation of consumers—and to set the stage for long-term success.
Labbrand’s methodology combined digital consumer diaries with focused discussion groups to decode evolving Gen Z beauty preferences in China. The insights revealed how this digitally native generation defines “ideal beauty,” engages with international prestige brands, and values emotional storytelling in product narratives.
This deep exploration uncovered a fast-shifting market where aesthetic trends, digital engagement, and personal values merge. Today’s Gen Z beauty preferences in China favor authenticity, co-creation, and emotional connection—pushing global brands to rethink how they design, position, and communicate their offerings.
While Kylie Cosmetics boasts strong global equity, brand awareness in China was still nascent. Meanwhile, the local makeup category continues to grow—with over $3B in value and an ecosystem shaped by fierce competition, fluid trends, and rising expectations for localized storytelling.
To bridge the gap, Labbrand helped COTY:
The outcome: a refined identity that aligns Kylie’s celebrity-fueled boldness with the nuanced expectations of Chinese beauty users.
Through this process, Labbrand built a customized Chinese beauty market strategy for the client—highlighting critical differences in consumer behavior, segmentation, and cultural expectations between Chinese and Western prestige makeup users. From brand manifesto refinement and tone of voice to influencer collaboration and offline retail strategies, Labbrand provided actionable guidance across every brand touchpoint—ensuring cultural fluency and market relevance.
As COTY gears up for Kylie Cosmetics’ official debut in China, this strategic foundation ensures the brand will not only enter—but thrive. With insights rooted in Gen Z beauty preferences in China, and a sharp Chinese beauty market strategy, Kylie is now equipped to forge authentic, lasting connections with the next generation of Chinese consumers.
Together, Labbrand and COTY are reshaping what glamour looks like in China—one bold move at a time.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore, Kuala Lumpur), Europe (Paris), and North America (New York). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design, and verbal identity.
COTY Inc. is a global beauty company known for its wide portfolio of cosmetics, skincare, fragrances, and hair color products. With a rich history dating back to 1904, the company owns well-known brands like CoverGirl, Clairol, Max Factor, and Hugo Boss fragrances. COTY operates in both the mass-market and luxury segments, with a strong focus on innovation and consumer trends. The company has a significant presence in the global beauty market, leveraging its expertise in brand management, digital marketing, and sustainable beauty solutions to cater to evolving consumer preferences worldwide.
To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.
