Client: Tmall and L`oreal

Focus: Research, Consumer trends

The marketing research supports the brand’s internal marketing, commercial, research lab team and product development team, as well as the strategic partnership with the Tmall Innovation Center and the Tmall sourcing team to look at the L`oreal brand’s current portfolio and identity of the products in order to do segmentation, targeting and positioning, as well identifying which products different Chinese consumer market segments still do need, what qualities and features they expect, and what the best way to satisfyconsumer needs is.

This research helped Tmall and L`oreal to collect and interpret analytics in order to figure out what local consumers in China wanted (i.e. something that focused on dryness of the eye skin area and anti-age at a reasonable price). We helped to test different consumer groups to see which made the potential buyers of the product and which product qualities they expected the most. Collaborating with the Tmall Innovation Center, we helped L`oreal to collect the important data and identify the correct prices and strategy for the new product on the market.

This collaboration led to the Tmall and L`oreal China co-creation of the new anti-aging Midnight cream Revitalift Filler Revolumizing Cushion Cream, which was very successful during Singles Day in China—the world`s largest 24h retail and e-commerce shopping festival.