Recently, I had the pleasure of attending delightful Qixi Festival celebrations in Sydney. The creativity and thoughtfulness exhibited by local fashion and beauty brands during these festivities left a lasting impression on me. This experience inspired me to share valuable insights into the significance of major Chinese traditional festivals and how beauty brands can effectively leverage these occasions to connect with Chinese consumers in Australia.
By understanding these cultural events, brands can craft tailored marketing strategies that resonate with their target audience, ultimately enhancing engagement and driving sales. Here are some of my thoughts:
Lunar New Year (春节): a fresh start with beauty
Lunar New Year is the most important traditional celebration within the Chinese community, symbolising a time of renewal and joy. While many beauty brands acknowledge its significance, they often struggle to stand out amidst a sea of promotions. In recent years, I’ve noticed a growing emphasis on the cultural practice of giving “红包” (red envelopes), a symbol of good luck traditionally exchanged across generations. Some brands have focused more on the design of these envelopes than on their limited-edition Lunar New Year products. However, with the rise of digital payment systems like Alipay and WeChat Pay, the traditional red envelope is becoming less special for modern Chinese consumers.
Beyond offering limited-edition red envelopes to show appreciation for Chinese customers, brands can host in-store events throughout the 15-day celebration to foster deeper connections with their clientele. Gift-giving is an integral part of Lunar New Year celebrations, encompassing everything from visiting gifts to elegantly packaged sets for family and friends. Brands can design gift boxes that incorporate the year’s zodiac animal while also reflecting themes of “care,” “love,” and “fresh beginnings.” Although red and gold dominate this festive period, it’s essential for brands to weave their unique cultural narratives into the celebration. Skincare and haircare products that provide deep nourishment, such as luxurious hand creams and body care items, can help customers select thoughtful gifts for their loved ones.
Limited-edition Lunar New Year products provide an exclusive opportunity for loyal customers to collect their favorite items. Many brands love to design around their best-sellers, including skin-brightening serums, moisturisers, illuminating powders, cushion foundation cases, and top-selling lipstick shades. Tools like Gua Sha, hair brushes, and makeup brushes can also serve as collector’s pieces. The longevity of these products ensures that they will consistently remind customers of the brand. Additionally, this festive period presents a prime opportunity for brands to unveil new product application steps (if relevant), aligning with the theme of “new beginnings” to encourage customers to refresh their skincare and makeup routines. Offering discount coupons or vouchers as part of the red envelope campaign can enhance the customer experience, making clients feel valued and engaged.
520 and Qixi festival (七夕节): love and beauty
May 20, known as 520, is a cherished celebration among young Chinese couples due to its phonetic similarity to “I love you.” Similarly, Qixi Festival, which tells the romantic tale of the Cowherd and the Weaver Girl, provides brands with a wonderful opportunity to explore themes of love and connection. Much like Western Valentine’s Day, gifting roses remains a traditional custom during this enchanting time.
For busy male clients seeking the perfect gift, pre-packed gift boxes are often more appealing than simply showcasing popular shades. They may not have the luxury of time to sift through all your recommendations, but a thoughtfully curated selection—including a lip treatment, hand cream, hair mist, or a travel-size item—beautifully wrapped can simplify their shopping experience. To tell you a secret, if you can help him find a gift special enough for his partner to take a picture and share it on her WeChat Moments, you’ve truly won! Many male Chinese customers appreciate inspiration and understanding more than lengthy explanations, our goal is to help him impress his lover, right?
In recent years, brands have broadened their interpretations of love to embrace concepts like “self-love” and “friendship,” resonating deeply with contemporary consumers. In-store events could invite couples or best friends to celebrate together, fostering a sense of community and connection. At some events I’ve attended, customers received illustrations or customised calligraphy as additional gifts—ideas I found both sweet and meaningful. These also provided irreplaceable opportunities for social content creation. I still cherish mine and proudly display them at home.
To emphasise the importance of self- care, brands can promote products like eye creams, hand creams, body lotions, and even romantic bath essentials. If your product line features roses, consider crafting special gift sets centered around this beloved ingredient. With intense competition during these festivals, I encourage brands to think creatively and incorporate unique elements that engage consumers meaningfully, enriching the overall promotional experience.
Mid-autumn festival (中秋节): family and harmony
Family is at the heart of Chinese culture, and the Mid-Autumn Festival revolves around the theme of reunion. This celebration offers brands the opportunity to remind customers that they are part of a larger family—the brand’s family. In past events, I have emphasised that participation signifies joining the brand’s community, which resonates warmly with followers and customers alike.
For many first-generation immigrants and overseas students, celebrating Mid-Autumn can evoke feelings of homesickness, making it crucial for brands to create an atmosphere that feels like “coming home.” Brands can introduce cozy scents through candles and fragrances, encouraging customers to create a warm environment during this festive time.
As gift-giving plays a significant role, collaborating with local mooncake vendors to offer beautifully packaged gift boxes can enhance customer engagement. If this isn’t feasible, consider designing gift sets that cater to various price points, making them suitable for sharing with loved ones.
Leveraging China’s long holidays
During these traditional festivals, many Chinese tourists flock to Australia, presenting an opportunity for local brands. While there have been adjustments to public holidays in China, the allure of Australia continues to draw middle-class tourists seeking unique experiences. With Australia’s stunning landscapes and contrasting seasons, our country becomes a favored destination for travelers from colder regions.
Local Chinese residents also consider visiting family during these holidays, creating further opportunities for brands to market gifts and souvenirs. Brands should not only enhance their travel kits but also promote exclusive products that are unique to the Australian market. Highlighting these items can cater to the cross-border consumer’s desire for novelty. Many consumers prioritise “exclusivity,” so brands can provide unique Australian experiences through targeted marketing.
Festive pop-ups are an effective strategy, although they require advance planning. These pop-up stores can quickly establish connections with customers, particularly if they are set up in areas popular among the Chinese community during festival times. Incorporating exciting promotions or samples can help attract attention and encourage visits to brick-and-mortar stores.
Having lived in Australia for many years, I have come to appreciate the genuine friendliness of Australians towards the Chinese community. I take pride in the purchasing power of the Chinese consumer and admire Australia’s commitment to promoting multiculturalism. I encourage brands to delve deeper into understanding Chinese culture, which boasts a rich history spanning thousands of years. Finding a bridge between your brand’s unique qualities and the values embedded in these traditions can pave the way for greater engagement. I believe that as brands embrace this approach, they will win the hearts of more Chinese consumers.
This article was first published in the Spring issue of Retail Beauty:
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