Brief

Estée Lauder looked for innovative solutions to attract new consumers on their WeChat Mini-Programs for several of their brands: Estée Lauder, Bobbi Brown, Clinique and Jo Malone.

Solution

For this project, Baozun created different strategies for each brand depending on the brand image, positioning and consumers. For Estée Lauder, they implemented new consumer gifting, free trial qualification and offline skincare booking services. Regarding Bobbi Brown, they focused on creating high-quality content such as livestreaming and KOLs articles. For Clinique, the strategy revolve around gifting such as redeem a gift after a friend referral, lucky draw, member exclusive rewards etc. Lastly, for Jo Malone, Baozun decided to push premium services such as engraving.