Context & Challenges
Seeking both growth and a faithful representation of the global brand image and values in China, This Works came to TONG to work alongside their in-market sales partners to accelerate growth, and articulate the This Works unique brand positioning – science-backed clean beauty and wellness – in a way that resonated with Chinese consumers.
Strategy & Execution
As a clean beauty pioneer, This Works needed to stand out in a highly competitive Chinese cosmetics space. TONG worked directly with both the brand and their distributor to create a digital-first marketing strategy that built both awareness and trust, balancing branding and sales objectives.
We identified and collaborated with skintellectuals – influencer-experts who explain product science and efficacy in detail – to reach Gen Z consumers who care deeply about ingredients, transparency, and brand values. Content took the form of livestreams and short videos on Douyin and Bilibili, supported by giveaway activations to spark discovery and engagement.
At the heart of our approach was the creation of consumer micro-communities, nurtured through WeChat private traffic and Rednote (Xiaohongshu). Social listening allowed us to refine messaging and product education, ensuring constant alignment with consumer concerns and behaviours.
Key initiatives included:
- Tmall store re-design to align with global design standards and elevate the brand’s premium positioning.
- Product seeding to KOCs, generating authentic review content and widespread engagement.
- RED as the primary communication platform, growing both followers and engagement through content tailored to China’s most trusted beauty discovery hub.
- Seasonal Campaigns at key Chinese calendar moments delivered through owned content, paid media amplification, and influencer content
This integrated strategy drove significant growth in both social following and sales, helping to double This Works’ China GMV year-on-year while building long-term brand credibility.
Results
Over several years, our work translated This Works’s clean beauty ethos into the language of China’s Gen Z and millennial consumers, connecting product functionality with lifestyle-driven wellbeing. By combining cultural relevance, trusted expert voices, and optimised digital touchpoints, TONG helped the brand move from niche awareness to measurable growth in China’s dynamic beauty market.
