Guerlain was perceived as an exclusive luxury brand for older people, and had to compete with well-established luxury brands with much greater levels of advertising investment. Guerlain wanted to expand its consumer base with a new lipstick line – KissKiss and LPRN – and needed a strategy that would appeal to a younger audience: Chinese millennial women aged 18-35.
Chinese millennial women are more open-minded and assertive in their relationships than their elders, and regard lipstick, not just a style companion, but as a weapon to attract the opposite sex.
Millennials buy lipstick quickly – sometimes on impulse – and their choices are highly influenced by social media, especially if the product is endorsed by celebrities. They are also suspicious of television advertising, and influenced more by seeing others with brands.