Lifiniti

Lifiniti is a Chinese brand that sources and distributes high-end French cosmetic and wellness products exclusively on the Chinese market, for women aged 45 to 60.

The brand offers products dedicated to the art of natural skincare, including a range of essential oils, hydrolats and rare skincare oils.

The products are mainly sourced from Provence. Each product comes from exclusive partnerships with local producers, such as a Damask rose hydrolat from a field in Grasse, or a wild lavender essential oil harvested by hand, often offered as a limited edition.

ANALYSIS

The Chinese skincare and beauty market is experiencing strong momentum, driven in particular by educated consumers with growing incomes, who value appearance and show a strong interest in skincare, anti-ageing and high-end or natural formulas. Despite busy schedules, they place great importance on taking care of themselves, their skin and their wellbeing. They use skincare as a moment for themselves.

A strong trend is emerging in the Chinese market: interest is shifting from status-driven luxury towards more intimate and authentic luxury. Consumers are less focused on the recognition of a logo than on the singularity of a brand. They favour hidden treasures, true stories and products with a soul, far from conventional marketing narratives. Elegance is now found in the personality of a brand, in the truth of its savoir-faire, and in those discreet details that do not exist to seduce, but carry real meaning. 

As the target audience was not Gen Z, but rather women aged 45 to 60, it was important not to break too abruptly with the brand’s existing image. It was also important to avoid developing a fully French image. Although L’Occitane has largely contributed to making Provence known on the Chinese market, the target audience still has a fairly stereotyped image of it and expects to find some of these codes: naturalness, softness, flowers, light, refinement and an evocation of the South of France.

MISSION

Directrice artistique depuis 2017, ma mission de départ était de faire évoluer l’image de la marque vers un positionnement plus français tout en préservant certains codes propres au marché chinois. 

In 2017, I also redesigned the brand’s e-shop on the Tmall platform.

The target audience is working Chinese women whose purchasing power allows them to spend part of their salary on themselves. They have very little free time. They make all their purchases online, most often on their mobile phones while commuting between home and work.

UX: enabling the target audience to discover new products and Provence, convincing them of the benefits of the products and triggering purchase in the shortest possible time.

UI: creation of the mock-ups, design, hierarchy and organisation of the visual and textual elements.