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.

MISSION

Art Director since 2017, I have been responsible for the brand’s visual direction, from the creation of its visual identity to the design of its product packaging.

My initial mission was to move the brand’s image towards a more French positioning, while preserving certain codes specific to the Chinese market.

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 holds 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.

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

Finally, we revised and harmonised the secondary ranges as well as the new products.

The operating principle of limited editions and small quantities allows us to regularly evolve the design of the products.