Cosmetics
Industry Offerings
Brand and Performance Integration in the Beauty Industry
PARKSON
Background
As a long-term brand marketing partner of Parkson, we have supported Parkson in executing its development strategy in the Chinese market, helping the company transform from traditional malls to a diversified retail format targeting the growing young consumer base. Among these efforts, the beauty segment has emerged as a standout performer, consistently delivering excellent results.
Insight
Brand Insight - In a highly competitive environment, Parkson's brand image has become increasingly homogeneous and shows signs of aging.
Communication Insight - Previous official communication channels primarily focused on product information and commercial news, with a monotonous format and a lack of interactivity.
Conversion Insight - For members, the overall conversion efficiency is relatively low. Traditional membership has a low level of digitalization, and there is a lack of effective digital conversion mechanisms for millennial members.
Approach
Image Youngerization - While maintaining the brand's core values and philosophy, innovate and keenly capture market trends, understand customer demands, and create a brand image and communication system that resonates more with young consumers.
Content Valueization - Meet the diverse content needs of young consumers by implementing targeted, precision marketing across content formats and promotional channels. Use the most "valuable" content to nurture fan loyalty and build a foundation for future sales conversion.
Socialized Conversion - Align with the social nature of young consumers by using social language and conversion mechanisms within social environments to retain and convert online members. This enhances interaction between consumers and the brand, promoting sales and repeat purchases.
Showcase -
Image Youngerization
Parkson's Four Seasons Cosmetics Festival
Integrated Image Enhancement PlanParkson Social Image Building
Young Persona Image Creation PlanParkson Media Circle Interaction
Public Image Enhancement Plan
Showcase -
Content Valueization
Parkson Social Content Valueization Enhancement
Shift away from traditional product-centric content thinking, and instead adopt formats, styles, and themes that are more appealing to young consumers. Provide comprehensive, valuable content that meets their needs, thereby enhancing consumer engagement and fostering stronger brand affinity.
Showcase - Socialized Conversion
Building Parkson's Fashion Beauty Ecosystem
By integrating online and offline marketing efforts, we aim to drive foot traffic and conversions in a more social and enjoyable way. This approach will facilitate the conversion of members and sales, creating a dynamic and interactive experience that appeals to young consumers while strengthening brand engagement.SHISEIDO
Background
Distinguished from Shiseido China, SHISEIDO CROSSBORDER is a brand focused on cross-border consumers. OMNI serves as its digital agency, assisting in strengthening SHISEIDO CROSSBORDER’s position in the premium beauty and skincare market for overseas travelers. Various communication and marketing activities are carried out to target this specific consumer segment and shopping scenario.
Insight
Brand Insight - SHISEIDO CROSSBORDER, as a brand targeting cross-border Chinese consumers, primarily communicates in consumption and usage scenarios abroad. Therefore, the approach to communication and guidance for users outside China needs to be differentiated from the local market.
Conversion Insight - Due to the limitations of the cross-border consumption scenario, the brand has very few new user acquisition channels, with most of the new users coming through offline store visits.
Showcase -
Social Scenarioization
Creating Social Conversion Mechanisms for Segmented Scenarios
Understand the mindset of outbound travel consumers and incorporate travel elements to design a series of interactive online brand experiences. Through social media and engagement, connect with consumers in their usage and purchase scenarios, fostering communication and interaction. This approach aims to convert both memberships and sales by leveraging social channels in a personalized and context-relevant way.ELIXIR
Background
As one of Elixir’s long-term digital partners, we assist the brand in achieving digital membership conversion on WeChat. By doing so, we enhance consumers' brand experience and perception, ultimately driving sales growth.
Insight
Brand Insight - After years of offline accumulation, the brand has a large existing membership base. However, it lacks an integrated digital membership system and clear, comprehensive digital member registration and exclusive benefits. This has resulted in a low repurchase rate among existing members. With the younger generation of consumers, the brand faces challenges due to the absence of a seamless digital membership conversion mechanism, leading to a relatively low level of consumer affinity for the brand's digital experience.
Showcase - Socialized Conversion
Brand Affinity Retention through UGC Mini Program
Achieve socialized membership conversion by developing the Elixir Word-of-Mouth Mini Program. This platform allows users to spontaneously recommend brand products and engage in social interactions. Through these interactions, users can accumulate points which can be redeemed for attractive rewards. This encourages consumers to engage more deeply with the products, enhancing their understanding of the brand and increasing overall brand affinity.
Showcase -
Digital Conversion
Building a Digital Membership System
Achieve seamless product digital conversion by creating a Member Center Mini Program. In this mini program, users can view their membership benefits, track their consumption points, and access exclusive rewards based on their membership level. This system increases member engagement, enhances loyalty, and drives sales by offering personalized incentives and an easy-to-navigate digital experience.ESTEE LAUDER
Background
OMNI, as Estée Lauder's social marketing agency, supports the brand in creating communication concepts and interactive experiences that are better suited to millennial female consumers for the launch of new products.
4o mini
Insight
Market Insight - Traditional lipstick product communication primarily focuses on the "color + makeup" message to engage with consumers. The lipstick market is highly competitive, with promotional messages often lacking differentiation and being highly homogenized.
Consumer Insight - Millennial women’s expectations of lipstick have evolved beyond its functional attributes. They are increasingly focused on the brand's identity, the personal character it reflects, and the usage scenarios associated with the product.
Execution - Scenario-Based Conversion
Integrating the product into the user's lifestyle and life scenarios, we can create personalized brand videos with interactive editing. These videos can feature personality quizzes where consumers make choices based on different life scenarios. By selecting options that reflect their personal preferences and lifestyle, consumers will be recommended lipstick shades that align with their unique needs. This interactive experience not only enhances engagement but also drives conversion by guiding consumers to products that resonate with their identity and real-life moments.
NARS
Service We Offer
As a long-term partner of Shiseido Group, OMNI supports NARS as its agency, helping the brand achieve minimalist yet highly creative product packaging design, such as for the LIP GLOSS PACKAGING CREATION.
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