Case Studies
Make-up Innovation
Capturing the Chinese Beauty Market: The Art of Culturally Relevant Blush Innovation
The challenge
The Chinese make-up market is rapidly evolving, driven by local innovations that cater to young consumers' desire for the latest trends. Our client, a global beauty company, aimed to introduce a new blush format designed to excite this audience. However, the role and behaviour of blush in China differ significantly from those in Western markets. The challenge was to identify the unique selling points of the product—despite minimal room for modifications—that would attract Chinese consumers.
The solution
We invited young consumers with varying levels of make-up expertise and habits to participate in home-use tests and focus group discussions. By observing their real-life interactions with the new blush format, we uncovered key challenges, usage patterns, and the aesthetic looks they aimed to achieve. These insights highlighted how blush contributes to their ideal look and which product attributes could drive interest and purchase decisions. Additionally, video-based behavioural audits provided a deeper understanding of how the new format integrated into existing make-up routines, gestures, and tools.
The impact
Our strategic recommendations for a tailored positioning strategy that respected young consumers' preferences and behaviours led to a rapid and successful product launch.
We also advised on optimising product aesthetics and usage instructions for effective content communication. These insights helped refine the shade portfolio, ensuring appeal across diverse style preferences.