Red Digital Lab view: How YUESAI use Chinese cultural elements on brand marketing?

Previously, we have talked about the popularity of C-beauty products in China, as patriotic Chinese consumers enjoy the cultural elements and aesthetics of the local brands. International beauty company L'Oréal also notes about this trend. YUESAI (羽西), a high-end skincare brand in China under the L'Oréal group, recently crossover with the best-selling Chinese dictionary “Xinhua Zidian” to have a special handbag which looks exactly like the dictionary.

With the dictionary bag, YUESAI has a marketing campaign in the theme of the Chinese word “She (她)”. Starting with the word “She (她)”, it interprets other Chinese words related to females to explore the power of modern Chinese women.

Nowadays Chinese consumers are so proud to express their national pride. It is a good strategy to include Chinese elements and aesthetics in a marketing campaign to attract Chinese consumers.