LUXURY BEAUTY BRAND
WINNING OVER THE PREMIUM COSMETICS USER
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Communications
A crowded market
This leading luxury beauty brand was fighting to maintain its market share in the premium cosmetics space. With Chinese cosmetics users continuously switching to try new brands and responding to aggressive sales tactics from competitors, it needed to find a new edge.
Understanding what makes premium buyers tick
We conducted individual interviews with the brand's key cosmetics clients in Hong Kong to understand their brand preferences, reasons for switching and what loyalty programs and initiatives they were most responsive to.
Optimising the path to purchase
Based on our research, we worked with the brand team to define the most effective marketing tactics to drive people from awareness through to purchase and advocacy.