Campaign details

Brand: ALA Group Company
Agency: Shanghai Soho Square Advertising

Marketing Challenge

Competition in the Chinese skincare market is becoming increasingly fierce, with over 8,600 brands in China in 2016 and 2.4 new products entering the market every hour (Chinese Beauty Brand Audit 2017, Kantar World Panel Nov2017). To compete, all brands- whether international, Asian or local - deploy a diverse set of communications tactics to drive sales, especially during shopping festivals which are heavily targeted as gifting opportunity by all marketers.

Mother's Day is one of the more important shopping festivals in China as Chinese have become accustomed to expressing gratitude to their mothers through gifts. To address this huge business opportunity, many skincare brands use celebrities or offer big price promotions to attract Chinese women. These tactics flood the market with sound and noise making it hard for brands to cut through.