Coty Lancaster

Rebranding, relaunching and reinventing Lancaster for China travellers

The task

Since 2021, CircleSquare has established an ongoing and evolving partnership with the Coty beauty group. This has seen us support and help grow the digital presence of their luxury beauty, skincare and fragrance brand portfolio in the travel retail channel across Asia - a journey which began with the China TR relaunch of their heritage Lancaster skincare brand to a new Asian audience.



Concept design

UX / UI design

Digital Production

Digital media planning

Content development

Circle Square brand device

Driven by a desire to offer customers the best-in-class omni-channel experience and services, we have developed digital strategies for the brand that are adaptable and scalable for native platforms across the APAC region, including the development of the luxury skincare brand’s WeChat TR Mini-Program.

Through Lancaster's official WeChat account and mini-program, we effectively share diverse skincare content to educate our customers about optimal beauty solutions. By delivering a seamless user experience within the WeChat ecosystem, we bolster the Lancaster community through brand education, enhance brand credibility, and cultivate long-term loyalty among Chinese consumers.

Combining storytelling, product education, gamification and data capture our strategy is fuelled by a stream of content creation and digital media to connect and engage with customers throughout their journey.

Following the initial success of our partnership, we are continuously exploring how to further unlock the digital future of beauty in travel retail. Through observation, optimisation and implementation we aim to further increase loyalty, boost engagement and drive conversion, to achieve our ultimate goal of bringing a timeless beauty journey to Chinese travellers.

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