Discover how the use of our R3m Score emotional measurement helped our client, a major player in the luxury cosmetics industry, to identify the winning codes of the packaging on the Chinese market, and thus define its strategy to optimize the pack of its brands.

The brief: Although it is not the #1 criterion for a lipstick, packaging remains a pillar of the mix and contributes to the attractiveness of the product, especially in luxury marketing where the transmission of emotions is key. But what codes, what elements of the pack really impact Chinese women? What are the vectors of emotion for this market? What are the “best packaging”? Which are the worst?

Our solution: A agile and quick quantitative research to establish a rich and operational diagnosis on a large number of premium lipstick packaging in China, identifying the drivers and codes of their emotional activation.

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