We collaborate with Insights, Research & Innovation, Marketing, and Category | Brand management teams of L’ORÉAL on China Market Research, exploring, creating, and growing innovative brand experiences for consumers.
L’Oréal solicited Labbrand to establish a tangible knowledge bank of eye shadow products in China.
The studies undercover the usage and attitude of Chinese consumers towards eye shadow, and informs on the strategic planning of L’Oréal China to grow this specific sector.
We talked to 2 main types of consumers and 4 KOLs of varieties. To consumers, makeup is mirroring the life they live. The role of eyeshadow in makeup evolves along with the level of sophistication they want to convey. We found out that in China, eyeshadow is the only step that could give vibrancy, uniqueness and individuality to the makeup routine. We investigated the main steps of applying eyeshadow for each archetype of consumers, and further define the 4 main occasions of usage.
L’Oreal Eyeshadow
A study is called to understand the potential of NYX as a new makeup brand for Chinese makeup lovers and develop the strategical vision and positioning in the local market, specifically to understand overall consumers’ current impressions & associations of the NYX brand; have a comprehensive assessment on NYX brand materials in terms of logo & names, brand story, visual expression, products & packs, price positioning, points of selling, digital & social communications; define key strength, weakness and opportunities of the NYX brand; frame constructive ideas for NYX brand to enter China market.
After 6 consumer focus group studies, we found out higher appeal seen with all makeup lovers, perceived as an accessible professional makeup brand; well align with young, trendy and playful Chinese makeup lovers. We also found out that higher appeal has seen with all makeup lovers, perceived as an accessible professional makeup brand, Well align with young, trendy and playful Chinese makeup lovers.
Based on the research findings, we made strategic suggestions on NYX’s strategy to enter China from four dimensions and put forward specific targeted and executable plans, such as how to improve the relevance and attractiveness of the brand story to Chinese consumers.
Combining brand advantages and characteristics of the Chinese market, NYX’s brand and products need to be localized to a certain extent. This project is of great significance for NYX’s entry into China and brand development.
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