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
Brandnographer was able to leverage research insights to help Dior validate a new skincare product concept to appeal to young Chinese women.
Impacts
↑ 17%
Dior’s global revenue
35%
Takes up Dior’s sales revenue