Making US Luxury Skincare Succeed in Asia
Problem
How do you launch a luxury beauty brand on China's Tmall and Japan's Rakuten when, unlike the US market where customers were familiar with the brand, these markets required substantial consumer education, culturally adapted product strategies, and platform-specific merchandising approaches? The US playbook could not be copy-pasted for success in Asia.
Approach
Adapted to the Asian market via sampling and bundling strategies, education investment, merchandising and promotions tied to local market context, all while remaining frugal in investment in marketing collateral creation for the new markets.
Impact
Spearheaded successful launch of brand's largest eCommerce stores on Tmall (China) and Rakuten (Japan), resulting in annual sales uplift of approximately 1%, $110M.