How to create a phenomenal professional skin care brand through cross-border E-commerce
PCA Skin, founded in 1990 by a professional beautician in the United States, is the authority on American medical skin rejuvenation and is a leader in skin health education. PCA Skin insists on bringing scientific and effective skincare solutions to people.
When PCA Skin chose to enter the highly competitive Chinese skincare market through cross-border e-commerce, it encountered unknown difficulties and challenges in its business, brand building, and marketing communications.
“Only by following the full chain of business, brand, and marketing innovation can a new brand ensure truly efficient growth.”
As the strategic partner of PCA Skin in China, Ylab acted not only as a strategic consultant but also as the brand’s marketing team, fully responsible for the brand’s launching in China. We provided a new-generation growth model that synergized closely with our business objectives.
By selecting e-commerce partners, developing e-commerce strategies, brand strategies, integrating marketing communication strategies, seeding, and media buys, Ylab worked closely with PCA Skin and TP to ensure strategic efficient growth from strategy to e-commerce.
Different from the traditional process of a brand launch, the “Ylab + E-commerce partner model” proposed strategic hypotheses based on data and market insights, and collected and analyzed data through small-scale testing of cross-border e-commerce to optimize and iterate strategies and core assets.
In phase 1, Ylab assisted PCA Skin to develop brand and product strategies and select TP simultaneously. We did so through brand positioning, market visits, workshops, and pricing strategies. Ylab helped the brand determine its e-commerce partner by looking for qualified, organized pitches and through site visits.
In phase 2, Ylab developed a 3-year business plan for the brand.
In phase 3, Ylab conducted a small-scale test before completing the comprehensive launch of the brand.