The hand cream category is highly seasonal, with only a small set of core consumers who have a need for hand creams year round. In fact, peak winter season search volume can be up to 9 times larger than the slow summer season.
As the dominant player in this category, L’Occitane wanted to drive new growth by generating interest for its hand cream among both core and seasonal consumers during the summer, beating seasonality.
To do this, we turned to social platform RED, the most popular platform for generating interest in skincare products in China, specifically aiming to develop a data-driven strategy using RED’s newly launched data platform Lingxi.
