In the ultra-premium skincare category, even the most iconic products must evolve to stay ahead of rising consumer expectations and shifting regulatory landscapes. To ensure continued leadership, L’ORÉAL partnered with Labbrand to conduct premium skincare product testing and research for the reformulated Armani Crema Nera Supreme Reviving Cream—specifically with Chinese consumers.
This strategic initiative evaluated not only the performance and sensorial appeal of the upgraded formula, but also how its efficacy and story could be communicated to better resonate with today’s discerning luxury skincare users.
A beloved hero within the Armani Crema Nera franchise, the Supreme Reviving Cream is revered for its rare reviving power and exceptional texture. As the industry increasingly embraces clean beauty in luxury skincare, L’ORÉAL reimagined this formulation to meet updated regulatory standards—without sacrificing sensorial richness. The result is a delicate balance between purity and performance that speaks to both science and emotion.
To support this transition, Labbrand led a robust premium skincare product testing journey, including pre-fieldwork diaries and in-home trials, followed by in-depth focus groups. Both brand loyalists and new users in China were engaged to capture layered feedback across every aspect of the product journey—from first touch to overnight effects.
This qualitative research deep dive uncovered how Chinese consumers interpret product aesthetics, sensorial rituals, and short- vs. long-term results. Beyond the formula itself, the study explored how storytelling, advanced science, and ritual design can reinforce the product’s premium positioning.
These skincare consumer insights helped identify optimal ways to articulate benefits, highlight ingredient credibility, and strengthen emotional resonance through ritual-based narratives—pivotal for meaningful luxury skincare innovation.
The insights empowered L’ORÉAL to refine the concept, messaging, and brand activation strategy behind the relaunch of the Supreme Reviving Cream. From product storytelling and touchpoint alignment to cultural nuance and prestige reinforcement, each element was sharpened to meet the refined expectations of the modern clean beauty consumer in China’s luxury market.
Through this collaboration, Labbrand and L’ORÉAL reaffirmed the value of culturally attuned innovation—where luxury skincare innovation, clean reformulation, and emotional storytelling converge to breathe new life into an icon.
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.
L’Oréal is a global leader in the cosmetics and beauty industry, renowned for its extensive portfolio of brands and commitment to innovation and quality. Founded in 1909 by Eugène Schueller, the company has grown into a massive international corporation with a presence in over 150 countries. L’Oréal operates across four main divisions: Consumer Products, Professional Products, Luxe (luxury beauty), and Dermatological Beauty.
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