How to promote your depilatory brand in China?

Chinese depilatory market in 2020

In China depilatory products have gained a significant surge in the demand in recent years for several reasons:

  • The rising consciousness of personal grooming encouraged some to use such products
  • The comprehensive range of available products supported by effective marketing campaigns contributed to increasing consumer awareness of depilatory products.

The consumption of depilatory products, especially the female depilatory products is expected to increase in the future thanks to the younger population, who are majorly influenced by the western lifestyle. This trend is creating opportunities for brands that want to enter in the Chinese market.

What are depilatory products in China?

Depilatory products are considered cosmetic products used to remove hair on the surface of the skin. The Chinese depilatory products market has been segmented into:

  • hair removal creams
  • gels
  • lotions
  • wax strips
  • razors
  • blades

According to Euromonitor international Women’s razors and blades recorded the most robust growth in depilatories in 2018 because they are easy to handle and are gaining in popularity among many consumers.

Brands should not forget that depilatory products are categorized as special use cosmetics (SPU), therefore, these products require a pre-market registration and can only be imported after getting approval from National Medical Products Administration (NMPA).

Top 3 depilatory Brands in China

  1. Veet (Reckitt Benckiser company) which has established a strong position among local consumers, thanks to its high product quality and use of plant-based natural ingredients.
  2. Schick Intuition
  3. Gillette (P&G company)

How to promote your depilatory brand in China?

Brands that want to enter the Chinese market should understand that Chinese consumers don’t buy products they don’t know. Given their widespread use of the internet, in the choice of their products they rely on people who have tried that product, on friends, on reviews on social networks, and above all on the reviews of their idols.

Therefore, a good digital marketing campaign is essential to allow your brand to enter the Chinese market. The channels for promoting your brand in China are different from the western ones, so how to carry out an appropriate marketing campaign for the Chinese market? and above all which digital channels to use?

The key to running a successful advertising campaign is localizing. Combining SEO, PPC, PR, forums, and social media will ensure your company looks legit to the eyes of your target.

Chinese website on Baidu

Baidu is the first choice for an advertising campaign to reach Chinese consumers. To be visible on Baidu, the Chinese Search engine, a brand should create:

  • Chinese website
  • Hosted in China
  • get ICP license

Because Baidu knows only Mandarin and gives priorities to websites hosted in China, so they are extremely important for your SEO ranking.

The choice of the Chinese language is also useful for Chinese people that don’t know well English, which is no uncommon in China.

In addition, the website culture is different, therefore you need to adapt your content and design to the local expectations. For example, Chinese consumers are looking for a site with a lot of information, as opposed to the simple layout of western websites.

more information about pricing and solution for Baidu SEO & SEM

Brands should also take advantage of Baidu SEM tools.

Social media promotion

China is the largest social media market in the world, with people increasingly addicted to these platforms. They use them to look for a place to share their opinions, ask for product advice and connect with others.

Since, as we said previously, the new generation is the one that mostly uses hair removal products, brands should carry out a specific marketing campaign for them.

Entertaining digital marketing campaigns will be the right choice for this generation. But what are the Chinese social media used by this group of consumers?

More information about our price for full social media solution here

Wechat H5 and Official Account

WeChat is the main channel for companies that want to promote their products and communicate directly with Chinese consumers: with over a billion active users and more than one million transactions per minute, WeChat is an aggregator of features that allow the user a true omnichannel experience.

It allows users:

  • to create a circle of contacts
  • publish content
  • stay informed about news in any area,
  • to make reservations
  • shop online
  • pay via mobile
  • transfer money to other contacts

Everyone in China, included Chinese Generation-Z, loves this app!

Open a Weibo account for your depilatory brand

With 520 million monthly active users, Weibo is the second most used social network in China. It can be considered as a mix of Facebook, Twitter, and Instagram, presenting itself as a micro-blogging platform.

It allows users:

  • Share posts, photos, videos, external links, files and text messages
  • Follow specific topics through hashtags (#)
  • Create microblogs and surveys and search for information or advice
  • Use promotions for online purchases on connected e-commerce platforms
  • Communicate to the masses
  • Collaborate with KOL to increase audience ratings and recommendation through word of mouth

Douyin and depilatory brands promotion

With 475 million monthly active users, it is the app most loved by Chinese millennials because it gives you the opportunity to make and watch funny short videos.

  • Watch short video base on the algorithm of the preference of the user
  • Stay up to date on trending topics
  • Follow celebrities, brands and KOLs
  • Watch live streaming
  • Brands can create partnerships with Douyin KOLs and sell their products through videos or live streams to lead the campaign and create brand buzz

Use Chinese PR & forums

Complete your PR efforts and strengthen your credibility using forums (like Zhihu) and KOLs to talk about you.

More information about PR and KOL here (price, efficiency etc)

How to sell your depilatory brand in China?

In addition to Weibo, Wechat, and Douyin that also offer you the possibility to sell your products through in-app links that refer to external e-commerce platforms, the most used e-commerce channels to sell your depilatory products to Chinese millennials are Tmall and Xiaohongshu.

Well Trusted Platform to Buy Beauty Brands: Tmall

Tmall is the biggest B2C (business-to-consumer) platform in China. It was launched by Alibaba’s Taobao in 2010 and since its creation is the first e-commerce platform in China.

Tmall is a general marketplace and offers consumers all kinds of products from over 100,000 brands. Authorized brands and retailers are present on Tmall through the creation of a real Flagship Store graphically customizable. This allows brands to successfully promote their identity and allows them to create a very accurate user experience.

Xiaohongshu and KOLs collaboration to engage young consumers

Xiaohongshu, also known as RED is a social media and e-commerce platform. It was created by Miranda Qu & Charlwin Mao in June 2013.

70% of its users are born after the 1990s (or Generation Z) and 80% of the users are females, therefore it is your perfect choice to sell depilatory products.

As a social eCommerce platform, the app allows users to post and share product reviews, travel blogs, and lifestyle stories via short videos and photos and at the same time, thanks to its RED Mall, sells international products to Chinese users.

KOL collaboration on this platform is a good opportunity for brands to gain the trust of Chinese consumers and induce them to buy products.

Cross-border e-commerce to sell Depilatory brand in China

China Cross-border e-commerce platforms have become highly popular among consumers as major channels to buy authentic foreign goods. If you want to sell your products without having to face the long and complex authorization procedure with local authorities, which is mandatory for export and sale through traditional channels, you can choose between Tmall global and Kaola.

Tmall global

Tmall Global allows international businesses with no physical presence in mainland China to set up an online store on the platform and tap into a huge and profitable consumer base who are excited about online shopping.

Tmall Global allows companies to avoid certain procedures such as:

  • to have a physical store or a warehouse
  • to be registered with the Chinese authorities
  • to have a Chinese business license


Kaola is an e-commerce company part of the NetEase group and provides online sales of various imported products via cross-border e-commerce. All foreign products, like cosmetics, household products, clothes, and accessories, on the platform are managed and purchased directly from local suppliers through various factories around the world.

Kaola is also characterized to offer promotions including daily offers, member offers, special coupons, and more, which attract many Chinese consumers looking for foreign goods and affordable prices.

Do you want to know more about How to use Chinese channels to boost sales? Contact GMA a digital marketing agency, specialized in the Chinese digital market.

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