china's digital vips. Increasing brand desirability in prestige beauty.

As affluence among Chinese Consumers has continued to grow, so has her expectations for brand behavior and interaction. She expects much more from brands than just great product efficacy and deals.

THE LIFE IN STATUS SPHERE 
These Digital VIPS, high on affluence and digital lives, live in Status-Sphere. For them, the usefulness of 'stuff' is directly proportional to its ability to connote status.
“I chose Lamer, because it has redefined the luxury. It is very expensive, its composition is very rare, all common beauty counters in common malls will never sell the product, and it’s choiceful. I think it is a status symbol, only the top VIP can receive a private invitation to accept the one-on-one presentations and experience from the brand in a five-star hotel” May Lin, 32 
And as they try to seek a status dividend from things they purchase, digital has become their #1 investment advisor, helping them rise in the Status-Sphere by helping them feel smart anywhere,anytime, by guiding them along the path to purchase, by connecting them with other fellow students of status & by helping socially display  status 24 X7.

BEAUTY = ACCELERATOR IN THE STATUS CLIMB
Beauty is seen as a significant contributor to the upward climb in Status-Sphere. But unlike their western counterparts, China's Digital VIPS are furiously unapologetic about wearing their belief on their sleeves and proclaiming beauty to be the gateway to success helping them meet personal & professional goals. Seen from their perspective, the pursuit of beauty is essential, and, a worthwhile expression of femininity. Beauty is akin to a career she constantly works at, a constant topic of conversation and a continuous education. 
“To be honest people judge others by their looks. Inner Beauty doesn’t stand a chance without outer beauty” - Jing Yang, 27
“If you are woman, it’s important to try to be beautiful. There are no ugly women, only lazy. I am always willing to take steps to look more beautiful”- Wen, 33

4 WAYS IN WHICH BRANDS CAN ENHANCE ENGAGEMENT & PARTICIPATION & WIN IN BEAUTY WITH THE DIGITAL VIPS

1. CAPITALIZE ON HER DAILY RED CARPET MOMENTS
With mobile enabled socializing of every moment, everyday is a Red Carpet Day. Video chats are the no.1 occasion to drive beauty & image conversations, where its not about just being Photogenic any more, but also about being videogenic.
“When I had video chat with classmates, I saw that they looked very young, so I also wanted to use some cosmetics & feel younger and beautiful too” Junchan Yang, 26

They feel like they are  ‘always on display’ and are always being judged
“A couple days ago, I met my college mate & we made an appointment to have video chat a few days later. Since then I wanted to enhance my appearance and image & show my best look in front of my college mate” Wenli Zhang, 37

The Opportunity. Help them pass this new image torture test. Ignite photo & video sharing occasions to drive appearance chatter online. And become a recognized expert on how to master looking good in these video sharing & photo sharing moments.  
 
2. INVOLVE THEM TO SHOW THAT YOU VALUE THEM
They judge the quality of their relationship with brands by how much they feel involved with them. 
 “I should be treated as someone who is interesting to build a relationship with. Most importantly, we (brand) should know & understand each other like we are bosom friends who can talk to each other closely” Mingming, 37
"I hope beauty brands can listen to advice and suggestions from consumers & involve us in everything” ChanYuan Tan, 29  

When it comes to building relationships, there’s no such thing as 'too many details' or ‘too much involvement’. The way they see it, to involve them, is to value them.
“Our opinions should be adopted by the brand” Zhenjin Shen, 29
“I would really appreciate it if the beauty brands asked and published my opinion”Zhiqin Chan, 34
“I always look forward to a direct dialogue with R&D of the product and technical personnel – the ones who actually make the product” Minerd, 33
 
The Opportunity. Give them the depth & breadth of involvement they crave for by soliciting their help to co-create & co-narrate the brand story. Think of ways in which you can use real consumers to tell AND extend your brand narrative. 
 
3. CELEBRATE THE TREASURE AND THE HUNT 
To them all the web’s a treasure trove.
“Shopping online is like a visual feast with lots of options. Even articles for daily use, like rice or noodles, can be delivered home, which brings me a sense of achievement“ Minlan Zhou, 36
“I do 80 % of all my shopping online. Online shopping gives me so many abundant options” Lijie Zhang, 47
Beauty shopping is seen as a treasure hunt, with the end of every treasure hunt sparking the beginning of another, and with the path to purchase looking something like this.

1. Trigger for the hunt = Display.  The display could be a post from a friend, a photograph that shows a friend looking very good, the ensuing comments, recommendations , discussions, display of a product used by a friend , an upcoming contact - an online (Video Chats) or offline meet.
2. Once triggered, she immediately starts hunting for clues. Searching through brand websites, E-commerce sites, E-retailers, beauty portals, female verticals, post from dermatologists, trolling through celebrity news, registering online to receive samples, combing through the beauty new feed.
3. Meeting fellow treasure hunters is a critical part of the treasure hunt. This is where she meets real people, looks at real reviews, reads real stories & witnesses vicariously real proof of transformation through Blogs, Online Forums, Reviews, Ratings, Comments, Brand Websites, Online Shopping Sites, Expert Opinion, Sharing Lists etc,
4. Next comes, narrowing the chase. This is all about comparing and contrasting of promotions, price, discounts, and deals. All of these can either as obstacles to the course of purchase or as accelerators.
5. Reaching the finish line – making the purchase - could be either online or offline.
6. The hunt is always documented. Experiences are always socialized,  be they good or bad.
7. The Hunt is never complete until the winner broadcasts the win and basks in the glory of the win. This is all about posting the user experience online, sharing one's shopping lists , reviewing products and brands, and showcasing / journaling transformation visually.
8. Display of person A = Trigger for person B. A person’s display during and at the end of the path to purchase, acts as a trigger for another person to start her treasure hunt and the  cycle, thus continues 

 
The Opportunity. Reward every step of the‘hunt with information, entertainment,  involvement, acknowledgement. Because when you reward, she broadcasts.
 
4. SHINE THE SPOTLIGHT ON THEM BY HELPING THEM REWARD THEIR GUANXI
They are constantly connected to their beauty community - their circle of trust & it is important for them  to maintain, strengthen and acknowledge their ‘beauty’ Guanxi (Guanxi is a network of relationships that support one another).
The right Guanxi minimizes risks, frustrations and disappointments, and makes all the difference in ensuring success. True in life AND in the beauty journey. In the pursuit of beauty, the Digital VIPS felt that right Guanxi, could  help them get the competitive edge and the inside information.
And while our Digital VIPS, enjoy the limelight to shining on them in the everyday red carpet moments, they want to be seen as acknowledging their Guanxi - their community-  for the role they've played in helping them achieve their beauty goals and milestones.
“Give me something that I can, in turn extend to my friends. Provide unique privileges like one on one beauty consultations that I can invite my friends to and they feel honoured and I feel like I have given them something of value" Chanchan, 31

The Opportunity. Help her stand out while fitting in. Spotlight her individual beauty success story while helping her reward her inner circle of support.

Understand your design audience - their motivations, and triggers - to then, use the digital platforms they engage with to serve experiences that matter and move.
​Usually, what separates the good from the great when it comes to designing experiences that truly engage, is their ability to put People BEFORE the Platform.