We interviewed young consumers in China to test Dior’s new skincare concept and find ways to strengthen loyalty.
The challenge
China is on course to become the world’s largest luxury market. Dior leads in fragrance there but had less hold on skincare among young consumers, who care less about brand loyalty and more about whether a brand feels authentic to them. Dior needed to know how young women choose skincare for hydration, and whether its message, “full of nature, full of sensoriality, full of beauty”, resonated.
Our approach
In focus groups, we tested the fresher, simpler and eco-friendlier Hydra Life line with young Chinese women, covering brand personality, communication and packaging.
The result
Validation of the new skincare concept as Dior moved beyond older, traditional consumers, with clear recommendations on brand personality, communication and packaging for future versions.
Brand-wide figures reflect the client’s overall performance, not this project alone.
