The Laundress: Out of nothing, small and big

The high-end laundry care brand The Laundress features products "professional segmentation" and "luxury fragrance", and is committed to creating a product positioning of "clothing care expert". After the brand enters the Chinese market, it hopes to effectively reach target consumer groups , And expand the potential consumer group through brand education, and take more market share.

Case details

Brand: The Laundress

Brand owner: Unilever

Holding Group: Unilever (China) Co., Ltd.

Put on the market: Mainland China

Launch time: January 1, 2020-still in progress

Industry: Daily chemical products

Media channels: social media

Budget: 30 million

Case summary

New York's high-end laundry care brand The Laundress was acquired by Unilever in 2019. When introducing the Chinese market from abroad, the brand team faced the dual challenges of strong market competition, low awareness and insufficient marketing budget. With a budget of only 30 million RMB, the brand team achieved billion-level...

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