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How to Market for a Beauty Brand Repositioning in China via WOM Marketing

Brand Repositioning in China WOM Marketing
China WOM Marketing Results

  Summary

  • A multinational beauty conglomerate sought our help in repositioning their brand and product image from one for middle-aged consumers to one loved by the younger generation.

Achievement

  • Through CSEO efforts spanning only half a year, the brand has successfully appealed to younger buyers, with a noticeable increase of consumers aged 20-30 years old
  • Exposure from Baidu CSEO articles increased from 5,000 to 30,000; and Baidu negative search results were reduced to zero

Content Angle

  • What age is XX makeup most suitable for? Different products for different ages
  • What is XX makeup really like? My must-buy beauty product

SEO keyword results

  • ‘What age is XX makeup most suitable for’: #1 and #2 on Baidu
  • ‘What is XX skincare like’: #2 and #5 on Baidu
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