This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.
In July, SoYoung Clinic staged a Betty Boop-themed pop-up in Beijing and Shenzhen to promote its philosophy: “Everyone is equal in front of youth”.
The immersive installation, styled as a 1930s Broadway theatre, transported visitors into a playful world of nostalgia and glamour — using humour and vintage aesthetics to spotlight non-surgical beauty treatments.
The message was clear: if Betty Boop can stay young and iconic for nearly a century, so can you.
Choosing Betty Boop wasn’t just about cuteness — it was about reclaiming femininity and self-expression in an industry that’s changing fast. Once considered niche, light medical aesthetics (qing yi mei 轻医美) has now become part of the mainstream beauty conversation in China.
By tapping into an icon that blends playfulness, independence and timeless appeal, SoYoung positioned itself at the crossroads of empowerment and aspiration — appealing to young urban consumers who see beauty as a lifestyle choice rather than vanity.
SoYoung’s collaboration with Su Min, known as China’s “Road Trip Auntie”, reflects the brand’s effort to speak to a broader audience.
At 56, Su left an abusive marriage to travel solo across China — a journey captured in the film Like a Rolling Stone (出走的决心). Named to the BBC’s 100 Women list in 2024, she’s become an unlikely feminist icon for women redefining freedom and self-worth.
By aligning with Su Min, SoYoung signals that confidence and self-care — not just youth — are at the heart of modern Chinese beauty values.
The new SoYoung branch, opened in November 2024, represents the platform’s push to make light medical aesthetics feel more playful, accessible and culturally relevant.
Rather than focusing on aggressive clinical messaging, SoYoung’s strategy leverages offline pop-ups, cultural storytelling and influencer collaborations to drive emotional connection — a shift we’re seeing across China’s premium beauty and aesthetics segments.
This approach helps normalise medical aesthetics for consumers who might otherwise stay within skincare categories, creating a bridge between premium skincare and entry-level aesthetic treatments.
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Cover image via SoYoung Clinic