COMMERCIAL SUCCESS THROUGH CHINA PRODUCT LOCALISATION

01. The Business Needs

In Tangle Teezer’s first year of China efforts, Hot Pot was tasked with getting digital cut through for the brand to help support commercial success.

02. Our Approach

KOL activation

Through social listening Hot Pot unearthed a set of Chinese KOLs with direct influence on the target 16-30 female demographic.

One of these was Ding Yi Chen, a leading illustrator with a large following and an appealing aesthetic. After an initial round of teaser content featuring a hot pink Tangle Teezer drawn on by Ding, there was an overwhelming response from her audiences asking where they could purchase the item.

Hot Pot then brokered a partnership between Tangle Teezer and the KOL to develop the brand’s first ever localised product for any market.

The localised limited edition featured the brand’s “compact styler”, deemed more ergonomic for Chinese hands by the target audience.

Ding was engaged to promote the collection to her social following and the unique product was seeded with other complementary influencers across a range of relevant Chinese social channels.

The collaboration also featured across the brand’s Tmall store as well as the ecommerce sites of Tangle Teezer’s China distribution partner.

03. Results

  • 200,000 units sold in Year 1
  • £2.4M in revenue from single SKU

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