How to position a beauty brand on the Chinese market ?

How to position a beauty brand on the Chinese market ?

Did you know that China is the world’s second-largest cosmetics market after the U.S. in terms of revenue according to Statista ? This ranking is powered by urbanization, growing disposable income by Chinese people, and of course social media’s huge influence. 

China’s beauty industry is experiencing rapid growth and international beauty brands are taking up Chinese social media, especially on Xiaohongshu (RED).

How do international beauty brands enter the Chinese market ? 

Brand positioning and branding communication are key points to reach Chinese customers.

But before that, you have to set up a brand notoriety strategy.

How do international beauty brands evaluate notoriety ?

The competition on the beauty market is fierce, including Chinese brands, foreign brands and the new trends which are constantly evolving.

The first step is to make a brand awareness analysis on Chinese social media and platforms : 

  • Baidu (Chinese main search engine, compared to Google)
  • Zhihu (Chinese platform where you can get answers for all kinds of topics).

With 220 million registered users, Zhihu is a real tool of trust since it creates interactions of questions and answers between a group of people around a subject

  • Wechat (Chinese first super application and most popular mobile application)

Estée Lauder (American cosmetics brands) on Baidu

Shiseido (Japanese cosmetics brands) on Wechat promoting eye cream

Then, do some research on Chinese e-commerce platforms :

  • Taobao (China’s leading e-commerce website for C2C)
  • Tmall (commercial website based on Tаоbао platform, operating on the B2C system)
  • (the largest retailer in China)

Nivea (German skincare brand) on Tmall

How do international beauty brands differentiate from the competitors?

Then, international brands have to identify their targets and highlight their added value according to the Chinese consumers needs :

  • Taking the Chinese culture into consideration
  • Be aware of the best sellers beauty products of the moment
  • Be informed about the trends on the spotlight

Users on Zhihu gave feedback about skincare products of Innisfree (Korean beauty and skincare brand). The range of products above is mainly made with tea from Jeju Island

What are the marketing methods for international beauty brands ?

After completing these steps :

Raising awareness → Creating interest → Branding communication → Customers conversion

Brands need to implement marketing strategy with the help of specialized agencies :

Dior’s Wechat mini program store

For more information about the Chinese market, do not hesitate to contact us at 

We can propose you customized digital marketing services according to your needs.

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How to sell your cosmetic with XiaoHongshu ? XHS or XIAOHONGSHU is a trusted social shopping platform in China,with a concentration of female users (87%), 85% of which are under the age of 35.

And it’s one of the best platforms to sell your cosmetics brand.

WeChat and Weibo are the must have media platforms for building your brand in China, but other platforms such as little Red Book ( XiaoHongshu in Chinese) should be also used in particular for fashion and cosmetics.

In WeChat, you can connect with your customers in a direct personal way by offering personal contents, personal deals, loyalty programs.

Meanwhile in Weibo, you can build your brand’s reputation and visibility through an official account and through targeted advertisement.

Little Red Book or XiaHongShu has become the social platform for the beauty which makes its a mustplatform to sell cosmetic brand.
Like Instagram and Pinterest rolled in one, its users get to review and recommend a product.
Word of mouth is such an important factor in cosmetics.

To enter China market, you can sell your cosmetic with XiaHongShu. To know more about Little Red Book ( XiaoHongShu), check XiaoHongShu (Little Red Book) – A social app for brands to execute a marketing campaign in China

Herein 5 tips to sell your cosmetic on XiaoHongShu:

1. Have a verified brand account.

2. Connect to users by displaying your products.

3. Study and analyze your competitors and learn from them.

4. Work with KOLs or influencers.

5. Have a solid marketing strategy and optimise your e-commerce

Many cosmetics brands have a successful omnichannel marketing strategy with a high presence on various chinese social media platforms. You need to make sure of the consistency of the brand identity and designs.

Find out more:

And lastly, partner with an expert to boost your brand’s exposure and gain a loyal following.Emotion Digital is here to help your comestics brand to build its presence in China. We can help you set up your roadmap for market entry and implement the solutions.

You can book a free consulting call here:

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For more information, do not hesitate to contact us at

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