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Partnering with Dior to Validate Consumer Sentiments for Millennials

IN PARTNERSHIP WITH DIOR

Industry

Luxury
Beauty & Personal Care

Services

Voice of Consumer
Concept Development & Testing
Product Innovation
Brand & Communication Strategy

Research Methodology

Focus Group

©Brandnographer

Brandnographer was invited to interview young consumers in China, to find opportunities in strengthening customers’ loyalty through media and communication.

The Challenge

China will overtake the US as the biggest luxury market in the world. While Dior is one of the leading fragrance brands in China, they still do not have a strong hold on the skincare market among young Chinese consumers.

Dior wanted to deepen their understanding of young women in China and what their perception and selection criteria of skincare brands were. Brandnographer helped Dior validate its new product concept and see if the message “full of nature, full of sensoriality, full of beauty” resonated with the intended audience.

Our Solution

Dior shifted away from the older demographic and traditional consumer by launching a fresher, simpler and eco-friendlier product line. Brandnographer helped validate the HYDRALIFE line with young Chinese women and identified suggestions on improvement in terms of brand personality values, communication and packaging for the future.

Results

Dior shifted away from the older demographic and traditional consumer by launching a fresher, simpler and eco-friendlier product line. Brandnographer helped validate the HYDRALIFE line with young Chinese women and identified suggestions on improvement in terms of brand personality values, communication and packaging for the future.

Impacts

↑ 17%

Dior’s global revenue

35%

Takes up Dior’s sales revenue

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