1. Brand Introduction
A.M skincare, a Singapore-based skincare brand, combines confidence with natural beauty, believing that everyone deserves healthy and radiant skin. Founded by Dr. Terence, who has extensive experience in the beauty industry, A.M skincare evolved from A.M Aesthetics, which began as a modest aesthetic clinic and has grown into one of Singapore’s most successful beauty chains. Today, A.M Aesthetics operates 11 clinics in Singapore and is the only aesthetic company publicly listed on the Singapore Exchange.
With the brand’s expansion into skincare, the launch of the A.M skincare product line marked a pivotal step in addressing the skincare needs of global consumers. The brand focuses on affordable, safe, and effective skincare solutions, particularly for those recovering post-treatment or dealing with skin concerns like acne, sensitivity, and pigmentation. A.M skincare believes that skincare should not be a luxury, providing premium results at reasonable prices to empower people to embrace their natural beauty.
In 2024, Four Media Global successfully supported A.M skincare’s entry into the Chinese market, launching their flagship store on Tmall Global. Here’s how we contributed to the brand’s success!
2. Market Positioning & Cultural Understanding
The consumer cultures in Singapore and China are notably different, and it is crucial for brands to understand local market dynamics to craft the right positioning. Singaporean consumers value high-quality products and innovative technology, whereas Chinese consumers tend to prioritize convenience and efficiency in online shopping. Four Media Global’s marketing teams in Singapore and China conducted in-depth research into the buying habits and skincare concerns of both markets, allowing A.M skincare to develop tailored strategies to thrive in both regions.
3. Licensing and Compliance
Ensuring smooth and legal operations in both Singapore and China requires completing relevant licensing procedures. In Singapore, A.M skincare fulfilled all necessary steps through ACRA registration. When entering the Chinese market, Four Media Global ensured compliance by securing business licenses, import permits, and product regulatory approvals. This allowed the brand to operate legally and efficiently in China.
4. Product Packaging & Online Store Creation
To capture the attention of Chinese consumers, Four Media Global made localized adjustments to A.M skincare‘s product packaging, reflecting cultural preferences and aesthetics. The goal was to ensure that the brand’s visual appeal resonated with local tastes. We also launched a dedicated e-commerce website that provides a seamless shopping experience and integrates smoothly with Tmall and other e-commerce platforms. By operating both in Singapore and China, A.M skincare ensures efficient sales conversions and personalized shopping experiences for its customers.
5. Establishing and Managing Tmall Global Flagship Store
The successful launch of A.M skincare’s Tmall Global flagship store was a critical part of the brand’s strategy in China. Four Media Global played a pivotal role in establishing and managing the Tmall store. Here’s what we did:
- Design and Store Setup
We designed the Tmall Global flagship store with a clean and elegant visual style, highlighting the brand’s premium image and the effectiveness of its products. The store features carefully curated product pages, rich multimedia content (such as product usage videos and ingredient breakdowns), and clear navigation to help consumers easily find the products suited to their skin concerns.
- Detailed Product Pages and Customer Reviews
To build trust, each product page was thoughtfully crafted with in-depth ingredient descriptions, efficacy explanations, usage instructions, and expert advice from dermatologists. Real user reviews and feedback are prominently featured to strengthen the brand’s transparency and credibility, driving higher conversion rates.
- Promotion and Marketing Campaigns
Four Media Global regularly organized promotional campaigns on Tmall, such as discounts, limited-time offers, and gift-with-purchase events, to keep both new and returning customers engaged. During major shopping events like Singles’ Day (11.11) and 618, the brand received significant traffic and sales. These campaigns not only boosted the brand’s visibility but also incentivized consumers to make purchases through exclusive deals.
- Membership Program and After-Sales Service
Four Media Global also established a comprehensive membership system on Tmall Global. Members enjoy exclusive discounts, birthday gifts, and reward points, fostering customer loyalty. Moreover, the brand provides seamless after-sales services, including a 7-day no-questions-asked return policy, fast logistics, and responsive customer support, ensuring a smooth shopping experience for every customer.
6. Social Media Strategy — Little Red Book (Xiaohongshu) Operations
To further build awareness and establish a strong brand presence in China, Little Red Book (Xiaohongshu) was identified as a key platform for social media strategy. Four Media Global helped A.M skincare expand its influence on Xiaohongshu through targeted content marketing, KOL collaborations, and user engagement.
- Video Interviews with Skincare Experts and Advisors
Regular video content featuring skincare experts and advisors was released, offering professional advice on common skin issues, product usage, and the latest skincare trends. These expert insights helped establish A.M skincare’s authority in the industry while providing consumers with valuable skincare guidance.
- Skincare Tutorials and Ingredient Analysis
A.M skincare’s educational content provided easy-to-understand tutorials and ingredient breakdowns in both video and graphic formats. The brand emphasized how consumers can choose products based on their skin type, explaining the science behind each product to boost confidence in the product’s safety and efficacy.
- KOL Collaborations
Four Media Global facilitated partnerships with a variety of KOLs (Key Opinion Leaders) on Xiaohongshu, from skincare experts to beauty influencers. These KOLs shared their personal experiences using A.M skincare products, generating buzz and drawing attention to the brand. This collaboration strategy quickly attracted a broad audience and bolstered the brand’s credibility.
- User Interaction and Word-of-Mouth Marketing
A.M skincare actively engaged with users on Xiaohongshu, responding to questions and encouraging users to share their skincare experiences. User-generated content (UGC) played a vital role in enhancing the brand’s reputation, as authentic feedback from real users helped build trust and inspire more potential customers to make purchases.
7. Marketing Strategy & KOL Partnerships
Beyond Xiaohongshu, Four Media Global developed a diversified marketing strategy and KOL partnership approach. Regular online events and time-limited promotions increased product exposure while offering consumers additional opportunities to interact with the brand. Collaborations with a range of KOLs, from different age groups and backgrounds, helped A.M skincare reach diverse audiences, further enhancing brand recognition and credibility.
With Four Media Global’s support, A.M skincare successfully entered China’s Tmall platform, achieving rapid recognition among Chinese consumers. By leveraging precise market positioning, cultural insights, effective social media management, and diversified marketing strategies, the brand has quickly gained a foothold in the competitive Chinese skincare market. A.M skincare continues to focus on bringing confidence and natural beauty to consumers worldwide while shining brightly on the international stage.
