How Beauty Copy in China Changed Over Time
How beauty copy in China changed as platforms reshaped content distribution.
Marketing in China
This section explores how content strategy connects with evolving marketing practices in China.
From a Brand Perspective: How China’s Beauty Market Got Here
A brand-side look at how China’s beauty market evolved across three stages, why content scaled, and how diminishing returns are reshaping brand communication.
How Did China’s Beauty Industry Get Here?
How did China’s beauty industry end up where it is today? This article traces the shifts from traditional advertising to KOL-driven content—and what broke along the way.
Where Brand Storytelling Really Works in China
An exploration of how brand storytelling functions in the Chinese market, and why its real influence lies less in persuasion and more in shaping trust over time.
Why China Is a Highly Uncertain Market for International Brands
Why China feels uncertain to global brands — and why early decision-making matters before entering the market.
Creative Advertising Still Has a Market in China — Heinz Just Proved It
Heinz’s latest campaign shows one thing: when most brands choose control, the work with a bit of creative looseness gets noticed.