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Celebrities are playing a greater role in influencing consumption behavior of the pop culture conscious and tech-savvy middle class Chinese consumer. However, as more brands jump on the celebrity endorsement bandwagon, these partnerships can become costly and may not always yield the desired reach and engagement amplification.
L2 Research Briefing
[codepeople-post-map] At this briefing, L2 will review the ranking and key findings from our annual Digital IQ Index®: China Beauty. The Index analyzes and benchmarks the digital competence of more than 80 global and local Beauty brands in China. The study assesses digital investments, features analysis of market trends, and highlights best in class case studies targeting this dynamic market.