Brands looking to win in China are often told that they need to look to new luxury tastes from a consumerbase that defines their own understanding of what luxury means – just as is explained in this report on 2020s luxury.
We previously detailed 6 examples of creative collaborations that demonstrate the unlimited potential of how a brand can stir the interest of Chinese consumers and stay top of mind.
Here are 6 more from beauty, tech, F&B, art and media.
Shiseido x Teamlab
Shiseido and Teamlab created an exhibition that displayed the power of beauty of tech together. The exhibition centred on promoting Shiseido’s new wrinkle smoothing cream, with the brand’s skincare spokesperson Huang Xuan leading the event.
Gentle Monster x HUAWEI
Gentle Monster co-produced eyewear with HUAWEI – smart wearable tech that combines AI and fashion. The brands launched a first set last year, containing two sunglasses and three optical glasses that are water resisted, with stereo sound and wireless charging.
Fenty Beauty x Hey Tea
This collaboration is somewhat ultimate evidence of ‘don’t think about what would work in the West’ when strategising China marketing. Fenty Beauty has collaborated with Hey Tea, a popular milk tea brand in China to market its new product,‘cheeks out’ blush. The Summer peach style makeup hashtag had over 18.59 million views and 32k discussions on Weibo. Consumers could create their own content combining the two brands for an opportunity to win a limited edition Hey Tea x Fenty Beauty make up bag.
Benefit x Magnum
Benefit collaborated with ice-cream brand Magnum and opened its pop-up store in Shanghai’s hip Réel mall launching four special make-up looks to echo Magnum’s commercial Release The Beast. The store used multiple digital interactions to ‘release the beast’, so that consumers could experience wild transformations through makeup and feel like the star in the commercial. The related hashtag had 16.26 million views and 33k discussions on Weibo.
Perfect Diary x The British Museum
Homegrown Chinese beauty brand Perfect Diary collaborated with The British Museum and launched two 16-colour eyeshadow palettes. The design inspiration stemmed from the famous collection of The British Museum, the Renaissance marjorika pottery plate. The related hashtag had 16.52 million views and 19k discussions on Weibo.
Perfect Diary x the Discovery Channel
Another example of Chinese brand Perfect Diary pushing pre-conceptions of cross-overs, they collaborated with the Discovery Channel and launched an animal series of their eye shadow palette. The brand took inspiration from the eyes of wild animals, and created four animal eyeshadow palettes. pigs, crocodiles, ice wolves and spotted tigers, cats and dogs.