A global make-up brand entering the Chinese market was looking to reach its target audience to drive awareness, gain share-of-voice and generate purchase consideration.

The growing challenges faced by brands looking to thrive in China’s massive online retail market, coupled with the rising sophistication of Chinese consumers and their appetite for innovation and personalization has fueled the development of Private Domain Traffic or Private Traffic as a business-wide strategy.

Lancôme selected women aged 18 to 60 with different skin types and lifestyles. After using the product, the random selection of testers were asked to give their honest opinion.

Key Opinion Customers are basically your everyday consumers. Their primary value lies in their relatability and trustworthiness. KOCs are experts when it comes to product testing and giving their honest opinions as well as recommendations regarding the said products. As such, KOCs are especially good at driving advocacy and brand consideration. For today’s consumers who are bombarded with all sorts of advertisement on a daily basis, this unvarnished approach is extremely appealing and influential in affecting their purchasing decisions.

Current economic trends and demographic data indicate that China’s lower-tier cities will be the new drives of consumption and economy growth as middle-class benefits from an increase in disposable incomes and broader access to products and services. Lower-tier cities also benefit from relatively lower housing costs, effectively unleashing consumption potential on more discretionary items.