Dabao Cosmetics is a 25-year-old Chinese cosmetic brand, particularly popular in tier-two cities among grass-root mass markets. The brand was acquired by Johnson & Johnson in mid-2008.
WE Marketing Group has experience of handling high-end skincare brands such as Estée Lauder, Clinique, Neutrogena.
WE Marketing Group has experience of handling high-end skincare brands such as Estée Lauder, Clinique, Neutrogena.
“Dabao products are ‘cheap and cheerful’, but its brand image is outdated and too conservative, and in need of a contemporary branding face-lift,” said an agency source close to the pitch.
“With the economy not doing very well, local agencies are more keen to embrace the untapped market potential in lower-tier cities, which are harder for international agencies to reach as their clients are mostly MNCs,” the source added.
