Taean ramps up new marketing strategy with limited edition items
Facial cream giveaway
The Beijing-based newly-launched skin care brand announced on 7th September 2017 that it had produced the 500-strong run of facial creams to “women who have made ground-breaking contributions in their area of expertise”, the company revealed in a recent press release.
Taean, a subsidiary of Guang Dong Guo Zheng Investment Company, which designs and sells luxury skin care and beauty products, will also produce customised packaging for every consumer. This is set to include name engraving, along with a free trial service of future products for three years, to boost its profile.
Taean’s skin care collection is derived from plants and infused with rhizome extracts and vitamin C. It has been formulated by the TEDA Institute of Biological Sciences and Biotechnology of Nankai University, led by Chief Formula Engineer, Huang Dan PhD, a former engineer at P&G Group.
Focusing on its “restorative performance”, Taean states that the “cream penetrates deeply to replenish moisture and restore damaged skin, renewing and energising it to a healthy radiance”.
The brand is considered “edgy” as it uses positive slogans and messages that initiate conversations and build appeal about social concerns such as pollution and the environment.
As part of its progressive marketing strategy, the skin care label hopes that by marrying growing consumer demands for skin care that seeks to restore environmentally-damaged skin with creative packaging, it will raise brand awareness and hit the marketplace strong.
The facial cream is part of the brand’s 'Road Skincare' series that is aimed at the anti-pollution, anti-ageing and all-round environmentally-conscious buyers to protect and prevent further skin damage.
"For last two decades, Chinese skin care companies have mostly imitated the product features and marketing strategies of international brands," said Osben, the brand director of Taean.
Commenting on contemporary marketing strategies in Asia-Pacific (APAC) Osben reveals: "As more and more international brands have entered the Chinese market, these kinds of marketing strategies have begun to lose their effectiveness.”
To correlate with this new approach, Taean will plan to innovate in the area of products, packaging design and marketing strategies that correspond with Chinese consumers' preference for high-quality and high-performing items.
"We're not just selling products that are useful," Osben, concluded. "We're selling products that help our customers to express a positive attitude and live a better life."