Navigating Chinese Beauty Slang for Growing Niche Brands: Red Ant's Elisa Harca & Ching Xie

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

Episode 60! Yeah! To talk to beauty consumers on social media, beauty brands have to be adept at Chinese social media beauty slang. What's the difference between the #Boiled Water Look (白开水妆容) and #Rich Daughter Makeup (富家千金妆) )? Elisa Harca, Co-Founder and Asia CEO of Red Ant, and Ching Xie, Client Partner at Red Ant Asia, join us in unpacking the important lingo. Red Ant is an award-winning agency that specializes in fashion and beauty, working with some of the world's coolest brands, including LUSH, tarte, CREED, and Amika, to name a few.

1. What's the deal with Red Ant? How did you get into myrmecology?

2. Tell us more about Chinese internet beauty slang. Are these slang terms important for connecting with Chinese consumers?

3. Where did these terms originate from? Can they be artificially created by celebrities and influencers?

4. Give us some examples of how brands may use beauty slang in their social media campaigns.

5. Can my looks have different slang references, or am I tied to one of them?

6. You deal with a lot of niche beauty brands? What's the secret to launching a beauty brand in China these days?

7. Which beauty categories provide the greatest opportunity for growth?

8. Beauty in China is still dominated by the big global players but the local brands are catching up. Which local brands do you see as truly stand out? What are they doing that impresses you?

9. A/B Test: Red Book or TikTok, Brands or Products, Speed or Strength?
About Red Ant: https://asia.redant.com/
Red Ant on LinkedIn: https://www.linkedin.com/company/red-ant-asia/
Elisa Harca on LinkedIn: https://www.linkedin.com/in/elisaharca/
Ching Xie on LinkedIn: https://www.linkedin.com/in/chingxie/
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