Localising Beauty Brand Strategies

Ever wonder how global beauty brands tailor their strategies to resonate locally? At the recent Vogue Business event at New York’s Nine Orchard, in partnership with Xiaohongshu, beauty executives shared insights on just that. Here’s the lowdown.

Navigating Global Growth with Local Strategies

On 25 June, Vogue Business and Xiaohongshu hosted ‘Beauty across borders: Global brands, local strategies.’ Top executives discussed how to balance global reach with local resonance. The key takeaway? Understanding and adapting to local consumer trends is crucial.

The Importance of Story and Ritual

Yiling Pan, Chujing from Xiaohongshu, Anusha Babbar from Unilever, and Shana Randhava from Estée Lauder all stressed the need to look beyond the product itself.

• Consumer Expectations: Today’s consumers want more than just functionality. They crave stories and rituals that enhance their experience.
• Intersection of Beauty and Wellness: Randhava highlighted the blend of health, well-being, beauty, and culture transforming consumer behaviour.

Shifting Focus: From Ingredients to Benefits

Wellness is now a major focus.

• Benefits-led Communications: Brands should shift from ingredient-focused to benefits-focused messaging.
• Lifestyle Over Pharma: Babbar noted that consumers are buying happiness and sleep, not just vitamin B or melatonin.

Harnessing Local Insights

Chujing pointed out the importance of beauty content on Xiaohongshu. Consumers look for activities, not just products.

• Match Offerings to Interests: Brands need to align their products with consumer activities. For example, waterproof foundation for outdoor sports or colourful makeup for festivals.
• Data-Driven Trends: Xiaohongshu shares trending data with brands, helping them tap into online buzz that aligns with their messaging.

Avoiding One-Size-Fits-All Mistakes

What works in one market might flop in another.

• Consumer Research is Key: Randhava warned that brands often get only one chance to go to market. Proper research is crucial.

Cracking the Chinese Market

Lynn Zhu of Code Mint shared her experience with Madeleine Schulz, focusing on local marketing nuances.

• US vs. China: Unlike the US, China lacks a retailer like Sephora. Code Mint used online platforms like TikTok and influencer marketing.
• Diversified Influencer Strategy: While influencers are important, Zhu cautioned against over-reliance on any single one. The goal is for the product to stand out.

Final Thoughts

Zhu’s advice echoed the panel: model success from other markets, but always localise your strategy.

Before wrapping up with cocktails and canapés on the Nine Orchard rooftop, Zhu’s words resonated: “Look to other markets for inspiration, but localisation is key.”