THE CHALLENGE
A global luxury beauty brand approached us with a bold ambition: launching a new line designed specifically for Gen Z. They needed to understand how to craft a brand that would resonate authentically with a Gen Z in China without diluting their high-end DNA.
OUR APPROACH
We conducted in-depth qualitative research across key cities in China, testing the brand concept, packaging, price, name and communication materials with Gen Z consumers.
Crucially, we anchored the feedback in cultural and competitive contexts—how Gen Z defines luxury today, how they relate to beauty rituals, and which brands currently capture their attention. This allowed us to go beyond surface-level preferences to reveal the codes that truly connect.
THE RESULT
Our insights enabled the brand to clearly position its new line in a way that resonates with Gen Z and stands out in a crowded competitive landscape. We helped define the product portfolio to be launched in China, refine the pricing strategy, and deliver the key elements needed for a successful market entry.
TARGETTING GEN Z
WITH A NEW BEAUTY BRAND FROM A GLOBAL LUXURY BRAND
CHINA - BEAUTY
