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How to improve the shopping experience in the cosmetics market and win Chinese consumers?
Faber-Castell Cosmetics
A medium-sized global cosmetics company from Bavaria, Germany is seeking to improve the shopping experience of its retail customers when online shopping cosmetics.
Of particular importance to the brand is the Chinese market. For two reasons: firstly, due to its significance on the company's revenues; and secondly, due to the region's large proportion of online shopping as opposed to in-person shopping.
How do Chinese cosmetics shoppers arrive at a purchase decision? How is the shopping experience of buying cosmetics without testing them and applying them on the skin? And most importantly: how can this digital shopping experience be improved?
We were asked to find out - and we did. By consulting the target group: 40 Asian consumers took part in an extensive explorative study carried out at Faber-Castell's HQ.
product portfolio of Faber-Castell Cosmetics
We gained very valuable insights on the buying behavior of a very important target group for our company. We and our private-label customers are now better able to adjust our marketing and sales strategies to meet the needs of our product users and grow our market share.
C. Zech
Managing Director
main contributors from Brand Lab:
Christian Schimmelpfennig, Project Lead
Panpan Wang, Interpreter
key people from Faber-Castell:
C. Zech, Managing Director
W. Maul, Head of R&D
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click here
and see a detailed overview of the project
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