The Moodies
Best E/M Commerce
Brand Winner
Dr. Ci:Labo – Content for Commerce
During the pandemic, a heightened focus on skincare coupled with the rapid increase in online duty free purchases made by Chinese consumers prompted Dr.Ci:Labo to overhaul its content strategy for ecommerce. The brand was determined to stay connected with Chinese shoppers during the pandemic and keep them interested in Dr.Ci:Labo products while continuing to ride the Japanese beauty wave in travel retail. The main objective of its revamped Content for Commerce strategy was to build new brand equity while driving conversion through interactive content that helped consumers to navigate the brand’s offer more easily, as well as better understand product benefits and the science behind product innovations. The enhanced content aimed to unlock value for retail partners and travel retail shoppers by delivering product information in an engaging format which encouraged and rewarded exploration. Dr.Ci:Labo’s content-for-commerce strategy was developed in collaboration with parent Johnson & Johnson’s Research & Development Department. It shines a light on the science behind Dr.Ci:Labo’s efficacy claims and showcases product demonstrations that make skincare science fun and approachable.
The strategy features specially designed Product Detail pages for each of Dr.Ci:Labo’s hero products. The brand has also partnered with healthcare professionals and dermatologists to stress test the products and produce credible and informative digital content. Dr.Ci:Labo also worked with leading Chinese beauty and lifestyle KOLs to sample the products, experience them and become endorsers. The digital content is available in multiple languages which can be tailored to suit different shopping seasons. It is scalable across multiple social platforms including WeChat, Weibo, LittleRedBook and TikTok/Douyin. The innovative digital content strategy has now been rolled out with major retailers in Asia Pacific travel retail including China Duty Free Group, Lotte Duty Free, The Shilla Duty Free and Shinsegae Duty Free. Early response to the strategy has been positive as it continues to drive engagement and conversion. It was particularly effective on China Duty Free Group’s social platforms where it generated a +600% sales increase versus 2020. Of Dr.Ci:Labo’s Content for Commerce approach, China Duty Free Group said in a statement: “Dr. Ci:Labo keeps seeking ways to strengthen their online sales performance by improving the content experience & presentation format including PDPs (Product Detail Pages), product visuals and content. Compared to other brands’ PDPs, Dr.Ci:Labo’s are more concrete with clear content; they are intuitive and capture the needs of our consumers.”
A wealth of detail: Dr.Ci:Labo’s Content for Commerce approach is comprehensive and engaging
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