Elevating ZIIP Beauty’s
Market Entry in China
Content Localization | Content Writing | Layout Design | Editorial | VoiceOver
When ZIIP Beauty ventured into the competitive micro-treatment market in China, linQreative was tasked with the crucial role of content localization. This involved adapting a range of marketing materials, including the user guide, a mobile app, and instructional tutorials, to resonate with and educate the Chinese audience effectively.
Background
As a late entrant into China’s already saturated micro-treatment market, ZIIP faced the challenge of distinguishing its high-tech product in a competitive landscape. The brand needed to ensure that its product was not only understood but also aligned with Chinese beauty standards.
Objectives
Our primary goal was to localize ZIIP’s user guide and app to be culturally relevant while retaining the brand’s essence. The aim was to make ZIIP’s innovative technology approachable and appealing to Chinese consumers.
Solutions
We adopted a comprehensive approach to amplify ZIIP’s visibility and ensure its cultural relevance and resonance. First, we localized marketing materials including the User Guide, adapting not only the language but also cultural nuances to enhance relatability. This was complemented by the trans-creation of the mobile app and its instructional videos, alongside the integration of Chinese voiceovers to increase accessibility and ensure user comprehension. Moreover, we secured a feature for the product in Vogue China pre-launching, a strategic move designed to bolster credibility and appeal within the target market.
Implementation
‣ The project entailed collaborating closely with ZIIP’s team to ensure a deep understanding of their brand, tone, content style, and technical language. This was key to effectively adapting their messaging for the China market.
‣ Special attention was paid to selecting a bright, light, soothing voice for the instructional content, ideal for the skincare routine context, aiming to boost the user’s relaxation and enjoyment.
‣ For the Vogue China feature, we focused on highlighting the product’s unique advantages and how it stands out from the competition, ensuring a strong market position. This precise, strategic approach to communication and cultural adaptation was crucial for the brand’s successful introduction to Chinese consumers.
Results
Our strategy for ZIIP’s China launch creates remarkable outcomes including increased brand awareness, enhanced brand image, market differentiation and deep customer engagement. The cohesive approach established ZIIP as a preferred skincare device brand in the China market.