Lunar New Year is an important cultural event celebrated by almost two billion people worldwide, and it presents a unique opportunity for beauty brands to connect with consumers on a deeper level. A recent study has shown that 52% of this population is expected to spend more on Lunar New Year this year than last year (Milieu Insight, 2023). Beauty and makeup brands have been quick to capitalize on this trend, and we’re here to show you how they’re doing it.

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How beauty brands are capturing the essence of Lunar New Year

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Limited-Edition Collections: 

By incorporating traditional symbols and motifs associated with Lunar New Year, such as the lucky colours of red and gold, beauty brands are demonstrating their understanding and appreciation of Chinese culture. Innovative marketing strategies, such as limited-edition collections featuring exclusive packaging designs and product offerings inspired by traditional symbols and motifs, create excitement among consumers and drive sales as shoppers seek to collect these unique items as keepsakes or gifts for loved ones.

Festive Events and Activations: 

To engage with consumers; beauty brands may host festive events and activations both online and offline. These events may include virtual makeup tutorials, live-streamed shopping experiences, and interactive social media campaigns that encourage user-generated content and participation from followers.

Influencer Collaborations:

Collaborating with influencers and brand ambassadors who resonate with Asian audiences can also amplify a beauty brand’s Lunar New Year marketing efforts, reaching a wider audience and driving brand awareness and engagement.

Cultural Education and Philanthropy:

By partnering with cultural organisations or charities to support initiatives that benefit underserved communities or promote cultural exchange and understanding, beauty brands can foster deeper connections with consumers and contribute to a more inclusive and culturally diverse beauty industry.  Brands see it as an opportunity to educate consumers about Asian culture and traditions while giving back to the community.

Let’s celebrate the beauty in diversity and the spirit of renewal and prosperity that Lunar New Year brings. Beauty and makeup brands are leading the way in creating innovative and engaging campaigns that honour this important cultural event, and we can all learn from their example.