(Source: https://pltfrm.com.cn)
Introduction
China’s beauty market is highly digital, and visuals are central to driving consumer decisions. For overseas skincare brands, capturing the essence of product quality and lifestyle alignment is crucial. This article outlines actionable strategies for producing visuals that resonate and convert.
1. Platform-Specific Visual Strategies
1.1 Optimizing for E-Commerce Platforms
Observation: Tmall and JD.com favor clear, detailed product shots that emphasize textures and packaging. Action: Tailor visuals to highlight product efficacy and premium quality.
1.2 Leveraging Social Media Trends
Strategy: Use short video snippets, loops, or interactive posts on Douyin and Xiaohongshu to capture attention. Benefit: Trend-aligned visuals increase shareability and engagement.
2. Lifestyle Integration
2.1 Real-Life Context
Approach: Present skincare products in authentic routines, such as morning regimens or evening pampering rituals. Impact: Helps consumers visualize incorporating products into daily life, increasing purchase likelihood.
2.2 Seasonal Campaigns
Tip: Highlight seasonal skincare concerns, like hydration during winter or sun protection in summer, to create timely relevance. Result: Enhances engagement and conversion rates during key periods.
3. Innovation and Technology
3.1 AR Try-On Experiences
Example: Allow consumers to test product textures or shades virtually through AR. Outcome: Creates immersive experiences and drives higher engagement.
3.2 AI Analytics for Visual Performance
Technique: Track engagement metrics to determine which images or videos perform best. Benefit: Data-driven insights optimize future campaigns for greater ROI.
4. Case Study: French Skincare Brand Expansion
A French skincare brand entering China used step-by-step tutorial visuals and AR-enhanced content on Xiaohongshu and Douyin. This campaign resulted in a 50% increase in social engagement and a 30% uplift in Tmall sales compared to traditional product-only photography.
Conclusion
For skincare brands, integrating lifestyle visuals, platform optimization, and technology-driven experiences is critical in China. Overseas brands that implement these strategies can strengthen brand presence and drive measurable growth.
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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