Noble Panacea | A successful China launch for high-end skincare

Noble Panacea engaged Hot Pot China for their end-to-end 2024 domestic China launch. Starting with a China Blueprint to set a North Star for success. In Q1 2024, Hot Pot moved to be Noble Panacea’s key China partner for ongoing marketing and e-commerce execution.

China Blueprint

Deep market and consumer insights, including product testing and feedback
Localised brand positioning and messaging
Route to market planning and P&L input
3-phased market entry roadmap considering holistic business needs

China Marketing

China social media: Content production (Little Red Book, WeChat, Weibo), influencer seeding, PR, media buy, community management
Offline execution of pop-ups and media events
Retail-integrated O2O campaigns

China Commercial

E-commerce Trade Partner (TP) selection, set up and negotiation
Ongoing e-commerce consulting and partner management
Broader commercial consulting, including China entity setup

Strategic Highlights: Messaging

As a science-backed brand with initially low awareness in China it was critical for Noble Panacea to deliver a small set of messages with real clarity for the aspirational Chinese consumer.

While the brand’s proprietary Organic Super Molecular Vessel is the key driver of the product range’s exceptional effectiveness, for China we made this simple:

Noble Panacea’s technology delivers the right active ingredients, to the right place and releases them at the right time.

With this in mind the brand’s Overnight Mask was positioned as a hero product for the market, introducing consumers to the power of Noble Panacea in a single product and driving consumers to explore the full range thereafter.

Marketing Highlights:

In addition to the ongoing content creation and management of all of Noble Panacea’s China digital channels (Little Red Book, WeChat, Weibo) the Hot Pot team placed a major emphasis on co-creation of content with suitable skincare KOLs and KOCs.

Initially this was delivered through overseas-based Chinese influencers, who are highly effective in generating both interest and demand with mainland Chinese consumers prior to launch.

Retail and E-commerce highlights

In addition to supporting the brand’s physical retail rollout at SKP-S Beijing and Chengdu, as well as Shanghai’s storied luxury hub Plaza 66, the Hot Pot commercial team ran an end-to-end process to support physical retail with a strong e-commerce presence.

We sourced and ran negotiations with a range of vetted potential partners, before supporting the final selection, store setup, range planning and e-commerce launch plans on both Tmall Global and Tmall Domestic platforms.

Shanghai Launch Event:
Exceptional Night

In October 2024 the Hot Pot team planned and delivered Noble Panacea’s Exceptional Night event at Shanghai’s illustrious Peninsula Hotel.

Designed to focus on the brand’s ability to deliver incredible skincare results throughout the night while users slept, we build and produced an event concept to match.

The event involved the complete transformation of the Peninsula penthouse and balcony to feature a dedicated product display room, a hexagonal entrance tunnel based on the brand’s core design feature, futuristic wandering performers, as well as keynote speeches from CEO Celine Talabaza and Sir Fraser Stoddart, the nobel-prize winning chemist behind Noble Panacea’s groundbreaking OSMV technology.

Our approach

Venue sourcing and management
Concept development that enhances local market preference while aligning with the global events standard
Full event production, including set design, entertainment, F&B

Full media, press and KOL attendee management
Digital coverage and integration with owned social channels

Within just 10 days of the event, the Hot Pot team managed to garner extensive coverage via our media network, with over 90+ pieces of press coverage delivering over 30 million total impressions.

In addition, 20 individual skincare and lifestyle influencers have featured the event in their content, with a reach to just under 9 million targeted skincare followers.

The event and resulting content have laid firm foundations for the brand’s future success in China.

A successful China launch for luxury skincare