Reference News, December 19 report: On December 13, the U.S. luxury commerce observation website published an article by Ashley Dudalennok titled "How Chinese Beauty Brands Win with 'Deep Localization'", as translated below:
For a long time, to succeed in China's beauty market, one had to follow a simple model established by international brands: launch star products, hire celebrity endorsements, conduct large-scale marketing, and then rapidly expand nationwide. This strategy is now失效.
Chinese beauty brands that act quickly and implement deep localization are rewriting the market rules. They no longer try to capture the entire Chinese market at once, but instead focus on specific cities and regions, developing products, setting prices, and launching marketing campaigns based on local needs.
"One strategy fits all" no longer works. The future winners will be those who no longer view China as a single market, but rather as multiple细分 markets.
Chinese consumers are no longer impressed by big brand logos or the allure of imported products; they are "science skincare enthusiasts," making decisions based on scientific evidence.
The "brand aura + mass marketing" strategy that international brands previously relied on no longer works, because consumers demand concrete evidence: pure formulas, verifiable effects, and genuine value.
Local brands have won the market through hard evidence such as R&D and clinical validation, combined with deep alignment with the skin care needs of Chinese consumers, as well as the use of trustworthy plant-based ingredients. They are shifting from concept-driven approaches to technological advantages, setting new benchmarks for modern beauty: scientific, credible, and consumer-centric.
While international brands are still struggling to adjust their rigid, one-size-fits-all strategies, leading Chinese beauty brands that focus on deep localization have already implemented a new strategy with significant results. Their success is built on three core pillars:
Contextual Skincare: From "product-centered" to "demand-oriented." Today's brands no longer just sell eye-catching products, but provide targeted solutions for specific life scenarios. Local brands respond more quickly and accurately to consumer needs, often taking only a few months from insight to product launch.
Localization 2.0: Cultural resonance drives growth. True localization goes far beyond language translation; its core lies in cultural resonance. Local brands attract young consumers by blending Eastern aesthetics with modern trends, using cultural empowerment to drive market growth.
"White Coat Effect": The pharmacy layout strategy of Chinese beauty brands. Chinese beauty brands are transforming national pharmacies into new retail frontlines, combining professional credibility with technology-driven convenience.
The decisive battleground for Chinese beauty brands in the future is not in boardrooms in Paris or New York, but in live streams in Hangzhou, shopping centers in Xi'an, and beauty salons in Changsha. Leading brands that focus on deep localization have already understood this. (Translated by Wu Mei)
A woman in Gansu province learned to apply makeup during a beauty experience event on March 7, 2025. (Xinhua News Agency)
Original source: toutiao.com/article/7585390868593377826/
Statement: This article represents the views of the author alone.