(Source: https://pltfrm.com.cn)
Introduction
The Chinese beauty market is rapidly evolving as consumer expectations shift toward personalization, digital engagement, and experiential value. For overseas brands, understanding how these new consumption patterns influence purchase decisions is critical to crafting relevant products and compelling go‑to‑market strategies. This article outlines key insights and practical recommendations for connecting with today’s beauty consumers.
1. Digital Content as a Purchase Driver
1.1 Influence of Short‑Form Video
Platforms like Douyin and Xiaohongshu are now central to beauty discovery and decision‑making. Overseas brands that integrate authentic storytelling and tutorial content see higher engagement and conversion rates. Leveraging user‑generated content alongside brand content strengthens credibility with digitally savvy consumers.
1.2 Live Streaming Commerce
Live commerce continues to reshape the beauty sales funnel with real‑time demos, instant feedback, and interactive Q&A. Working with trusted hosts or KOLs enhances product trust and drives impulse purchases. Integrating mini‑program purchase links directly in live streams ensures frictionless checkout.
2. Demand for Personalization and Skin‑First Solutions
2.1 Customized Products Based on Needs
Urban consumers increasingly seek solutions tailored to their skin type, environment, and lifestyle. Overseas brands can use data‑driven questionnaires and AI tools to deliver personalized recommendations. Offering customization deepens emotional engagement and increases loyalty.
2.2 AI‑Enabled Skin Analysis
Beauty apps with AI skin‑diagnosis capabilities help users understand individual needs and match products effectively. Providing this utility within apps or mini‑programs positions brands as beauty advisors, not just retailers. This also generates first‑party data for ongoing optimization.
3. Premiumization and Self‑Care Rituals
3.1 Wellness‑Focused Cosmetics
Consumers are increasingly linking beauty routines with health and wellness outcomes. Brands that emphasize skin health, ingredient transparency, and clinical validation resonate more strongly. This trend supports premium pricing for perceived quality and efficacy.
3.2 Elevated Packaging and Experience
Luxurious packaging and tactile in‑store or unboxing experiences elevate brand perception. Overseas brands can differentiate through design collaborations, limited editions, or sensory marketing elements. Such efforts bolster word‑of‑mouth and social sharing.
4. Sustainability and Ethical Preferences
4.1 Eco‑Conscious Ingredients
Sustainability matters more as Chinese beauty consumers prioritize clean, responsibly sourced products. Highlighting eco‑certifications, recyclable packaging, and carbon‑neutral shipping can enhance affinity. Transparent storytelling builds trust and differentiates from commoditized offerings.
4.2 Ethical Brand Positioning
Commitment to cruelty‑free standards, social initiatives, or community engagement creates deeper emotional resonance. Brands with authentic purpose appeal to younger demographics who value meaning alongside beauty results. Authentic communication of these values strengthens long‑term loyalty.
Case Study: French Skincare Brand Adapting to Local Beauty Preferences
A French skincare brand expanded into Shanghai by launching an AI skin diagnostic tool via a WeChat mini‑program that generated customized regimens. Combined with live‑streamed tutorials and influencer partnerships highlighting local environmental concerns (e.g., pollution‑related skin needs), the brand saw an uplift in repeat purchases by 47% within three months. This demonstrates how digital tools and localized positioning boost relevance and sales.
Conclusion
To resonate with today’s beauty consumers, overseas brands should invest in digital engagement, personalization, premium positioning, and sustainability narratives. Leveraging analytics and localized insights ensures stronger brand affinity and higher lifetime value.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well‑known Chinese internet e‑commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e‑commerce platform for you. Search PLTFRM for a free consultation!
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