For global cosmetic companies, China is no longer just an “emerging” market; it has become the place to be. With the highest growth rate in the world, China promises big opportunities - but also
big challenges. More and more Western brands are trying to understand the desires of Chinese
consumers;; which products will appeal to their needs and tastes and which are the best and most
relevant ways of communicating with them?
Chinese consumers love Western brands. However, they are beginning to seek out local cosmetic brands because these brands have a deeper grasp on Chinese needs and culture. It therefore becomes a necessity for global cosmetics companies to develop a localized approach to the Chinese market.
This paper examines how online co-creation can help engage creative Chinese consumers with
Western brands. As a result, Chinese consumers can assist foreign cosmetics companies in localizing and developing more relevant products for their own markets.