We interviewed young consumers in China to test Dior’s new skincare concept and find ways to strengthen loyalty.
The challenge
Dior leads in fragrance in China but had less hold on skincare among young consumers. It needed to know how young women choose skincare brands, and whether its new message resonated.
Our approach
We tested the fresher, eco-friendlier Hydra Life line with young Chinese women, covering brand personality, communication and packaging.
The result
Validation of the new skincare concept, with clear recommendations to improve its appeal to young Chinese women.
17%growth in Dior global revenue
35%share of Dior sales revenue
Brand-wide figures reflect the client’s overall performance, not this project alone.
