Recruiting new skincare consumers in China

Context

An international skincare brand approached us with a strategic question: how to recruit new consumers in China, where messaging overload and rising audience expertise make attention harder to capture. The brand was also losing market share to aggressive local competitors, making it critical to rethink how to stand out and convert in an increasingly competitive landscape. The goal was to identify the right mix of promises, narratives, and formats to re-engage audiences and drive recruitment.

Dynvibe’s strategic approach

We combined quantitative signal detection with qualitative analysis of what truly drives engagement in this fast-moving market. By analyzing spontaneous consumer discussions, we surfaced the skincare benefits and narratives that resonate. Search data helped map concrete concerns shaping the purchase journey. Influence signals revealed who can credibly carry a skincare message among new-gen audiences, without fatigue or overexposure. We also mapped and decoded the strategies of both local and Western competitors to identify which recruitment levers across positioning, messaging, and activation were actually generating traction.

What we enabled our client to understand

• We identified the key growth levers to accelerate consumer recruitment in China, customized by audience segment to align with the client’s strategic priorities.
• We delivered two actionable strategic pathways to elevate brand equity and amplify product desirability in a highly competitive environment.

Planning to grow your skincare brand in China?