Digital marketing for Chinese beauty industry

November 4th, 2019

Case study of Laneige Red Digital Lab.

As of Nov 11 approaches, the Chinese beauty industry is bound to be flooded with consumers. Here is how Laneige (卡兰姿)’s Chinese Marketing Strategy of Perfect Diary on WeChat helps it stand out:

  1. Regular user interaction Customer Service (小完子 and 小美子) in WeChat groups can interact with users through Live Streaming, ads, product recommendations, etc daily. By appealing to Chinese User Interest, the User Retention rate remains stable.

LAN804 Campaign-Site KV r1 2

  1. Drive traffic to the online store Giving out coupons to new users, red packets and creating the urge to buy (种草) drives users to Laneige’s store. Users may also reach the store via its Official Account.

Screenshot 2019-11-02 at 4.38.34 PM

  1. Free trial Give out free samples of yet-to-be-launched products for users to try out, and improve the product before real launch.