Oriflame, a Swedish beauty company, embarked on a mission to understand the Chinese perception of beauty and the emotions it elicits. Collaborating with Labbrand, Oriflame conducted Chinese beauty industry research on consumer insights to gain a deeper understanding of Chinese consumers’ expectations and preferences. The research aimed to align Oriflame’s marketing activities, specifically focusing on their skincare brand “Optimals,” with the unique beauty landscape in China.

Challenge

Oriflame recognized the importance of comprehending how Chinese consumers perceive beauty and the emotions associated with it. The challenge was to gain insights that would enable Oriflame to effectively position their skincare brand and enhance its relevance in the Chinese beauty market.

Solution

Labbrand partnered with Oriflame to conduct comprehensive consumer insights research. Through concept tests, evaluations of catalogue layouts and packaging, and a thorough examination of skincare attributes, the research aimed to uncover the core themes and preferences in Chinese beauty perceptions. These insights were crucial in shaping Oriflame’s brand marketing strategies and ensuring alignment with the expectations and emotions of Chinese consumers.

Results

The Chinese beauty industry research provided valuable knowledge about Chinese consumers’ perception of beauty and the emotions evoked by beauty brands. Oriflame gained a deep understanding of the Chinese beauty landscape and leveraged this knowledge to position their skincare brand, Optimals, in a way that resonated with Chinese consumers’ expectations. By aligning their marketing activities with these insights, Oriflame successfully elevated its relevance in the Chinese beauty market. The research outcomes enabled Oriflame to establish stronger connections with Chinese consumers and strengthen their brand’s presence in this dynamic and competitive market.