Estée Lauder, the globally renowned beauty and cosmetics brand, is doubling down on its commitment to deepening its connections within China – and they have enlisted fashion designer Feng Chen Wang to help. The Chinese-born, London based designer has been tasked with leveraging her established connection with Chinese culture to drive awareness and strengthen Estée Lauder’s presence within the region.
1. Estée Lauder Teams Up with Feng Chen Wang
High-end beauty powerhouse Estée Lauder has recently partnered up with renown Chinese fashion designer Feng Chen Wang to create Estée Lauder x FENG CHEN WANG, a signature beauty collection set to launch in 2021. Encompassing skincare, makeup, and fragrance products, this exclusive cosmetics collection draws inspiration from Feng Chen Wang’s globetrotting lifestyle, focussing on her Chinese roots and modern, metropolitan perspective.
The collection will spotlight four of Estée Lauder’s iconic house products. The skincare line is headlined by the Advanced Night Repair Synchronized Recovery Complex II set to feature a special graphic design by Feng Chen Wang. Lips, eyes and cheeks will be accentuated with the help of the Pure Color Envy Face & Eye Palette, Pure Color Love and Little Black Primer, and the Youth Dew Amber Nude Fragrance will add a captivating finishing touch.
- Advanced Night Repair Synchronized Recovery Complex II
- Pure Color Envy Face & Eye Palette
- Pure Color Love
- Little Black Primer
- Youth Dew Amber Nude Fragrance
2. Forging Deeper Connections in China
China’s billions of people are connected to each other through a web of diverse and dynamic relationships. But beneath the surface of bustling cities, a deeper connection exists between China’s people and their culture. To truly understand the country, it’s important to explore how its people are connected on a more meaningful and personal level.
- Explore Local Customs: Learning more about local customs can help reveal how Chinese people view the world and interact with one another. Familiarize yourself with Chinese holidays, traditions, and etiquette to break the ice and form lasting connections.
- Etiquette Matters: In the Chinese culture, gestures, words, and actions have a deeper meaning. Familiarize yourself with certain customs such as tea-drinking and greetings to convey respect and demonstrate cultural understanding.
- Cultural Activities: Participate in cultural activities such as art forms, literature, music and theatre to gain a deeper understanding of Chinese people and their culture. These activities are often seen as expressions of tradition and help promote understanding among different groups.
By investing more time in learning about local customs and participating in cultural activities, travelers and businesspeople can gain a broader understanding of the Chinese people and forge deeper connections with the culture.
3. Strategies to Expand Brand Awareness in a Vibrant Market
In a vibrant market, standing out from the competition is key for expanding brand awareness. Here are three strategies that can help build your brand identity and increase reach:
- Social media presence: Every brand needs to have an active presence on multiple social media channels to reach potential customers. Utilize platforms like Instagram, TikTok, YouTube, Twitter, and more to promote organic content and work with influencers.
- Targeted Ads: With social media comes the ability to run highly targeted ads, showing the right message to the right audience. Use digital ads to build brand affinity and further strengthen your presence in the market.
- Attend trade shows and local events: Showcase your products and services in person to build valuable relationships and gain brand exposure. You can be creative by organizing activities and giveaways to attract more people.
Finally, measure the results of your activities, adjust as needed, and be sure to stay ahead of the competition. With a proactive approach and the right strategy, you can become the reference point in the market.
4. Uniting Beauty and Fashion with a Transcultural Mission
Modern fashion is about blurring the cultural lines that have been established by boundaries of nationality, heritage, beliefs and traditions. At Magic Bloom, we’re that seeks to bring different cultures and eras together for a unified style vision. We believe fashion should not just be about making a statement, but also about celebrating the diverse cultures we have all around the globe. Through our unique styles inspired by cultures around the world, we’re challenging ourselves, our customers, and the fashion industry in general to look at the world through a different lens.
Our methods of research allow us to bring a fresh perspective to the fashion industry. We search near and far to find uncommon materials, textures, and prints that reflect the ethnic backgrounds they come from. Our goal is to convey a sense of femininity, grace, and elegance that shows in each of our unique styles. We use design and materials to exemplify personalized beauty in every aspect of our fashion – from the fabrics all the way down to the stitching. Features such as:
- Vibrant prints
- Textured layers
- Luxurious fabrics
- Natural elements
- Mixed-culture design
make up the essence of Magic Bloom and our transcultural mission. Using our original pieces, we’re creating a dialogue between fashion and culture to captivate, engage and inspire appreciation for the beauty of all cultures.
As Estée Lauder continues to expand its presence in China, it is clear that tapping creative minds like Feng Chen Wang is an important step in deepening its ties with Chinese culture and creating meaningful connections with local customers. It will be interesting to see what other new partnerships this iconic beauty brand will form in its efforts to expand further in the coming years.
