Case Study / Cross-Cultural Positioning

Launching Florasis in the UK Through Premium Eastern Aesthetics

A UK market-entry promotion plan positioning Florasis as a high-end Chinese beauty brand through artistry, cultural heritage, and premium storytelling.

Read case study Open plan

My role

Audience definition, positioning, channel planning, budget allocation, and KPI design

Audience / Market Focus

UK high-end consumers in cities such as London and Manchester, with an interest in Eastern culture and premium beauty

Skills Demonstrated

Brand PositioningLaunch PlanningChannel Strategy

Florasis product visual taken from the original promotion plan deck

Product visual from the original plan, used to anchor Florasis in craftsmanship, ornament, and premium visual identity.

Context / Brief

Florasis Promotion Plan

This project was designed as a UK market-entry plan for Florasis. The challenge was to introduce the brand to a new audience while keeping its Eastern aesthetic language, product artistry, and premium positioning intact.

Objective

To establish Florasis as a high-end Chinese cosmetics brand in the UK through culturally distinctive communication and premium launch activity.

Plan Scope

Target audience, core strategy, communication goals, channel mix, budget allocation, and evaluation metrics.

Process

From audience fit to launch mechanics.

The plan moved from brand meaning and target audience into communication channels, budget, and measurable launch goals.

Step 01

Defined affluent professionals and cultural enthusiasts as the core UK audience for a premium beauty launch.

Step 02

Built the plan around the central message “Eastern Aesthetics, Crafted with Care”.

Step 03

Mapped the launch across social media, KOL collaborations, offline events, media partnerships, budget, and KPIs.

“Eastern Aesthetics, Crafted with Care.”

The central message positioned Florasis through artistry, cultural heritage, and premium quality rather than novelty. The aim was to make Eastern aesthetics feel clear, elevated, and desirable in the UK market.

Communication goals and key message slide from the Florasis promotion plan

Project slide showing the communication goals and the central message that shaped the launch direction.

Channel Mix

A four-part launch system.

The promotion plan combined digital visibility with physical credibility: social media for reach, KOLs for advocacy, offline events for experience, and premium media for cultural framing.

Promotion channels and tools slide from the Florasis plan showing social media, KOL collaborations, offline events, and media partnerships

Channel plan from the original project, combining social media, influencer partnerships, offline events, and premium media outreach.

Budget / Evaluation

A launch plan with budget and KPIs.

The project did not stop at positioning. It also set a practical budget split and clear measures for awareness, engagement, events, and sales.

Outcome / Learning

This project strengthened my ability to turn a cultural positioning idea into a budgeted launch plan with measurable commercial goals.

Budget Split

Estimated total budget: £100,000, with 40% allocated to social media advertising, 30% to KOL collaborations, 20% to offline events, and 10% to media partnerships.

Awareness / Engagement KPIs

Targets included 5 million impressions, a 2% click-through rate, 50,000 new followers, a 5% engagement rate, and collaboration with 15 influencers reaching over 1 million followers.

Event / Sales KPIs

The plan aimed for two pop-up events with 500+ attendees each, coverage in five premium publications, £5,000 in event-driven sales per pop-up, and a 15% increase in e-commerce sales over three months.

Previous Project

Mapping Competitive Strategy in Global Beauty: The L'Oréal Case

A competitive intelligence study examining why L'Oréal's multipolar model remains resilient across divisions, price ladders, and regions.

Open previous

Next Project

Designing a Gen Z Beauty Launch Strategy for Flower Knows

A social-first communication plan designed to build awareness and engagement for Flower Knows among Gen Z and Millennial beauty audiences.

Open next