OverviewBrooklyn-born, vegan licensed haircare model Amika launched a digital marketing campaign “For My Moment To Shine” in collaboration with Voguing Shanghai — the primary voguing and ballroom tradition platform within the mainland. Starring voguing dancer and choreographer Shirley, drag queen and make-up artist Coke, in addition to choreographer and mannequin Hannah, the video options highlights of voguing dancers in a festivity of the cultural range not typically seen in China. To maximize the engagement of the marketing campaign, the model additionally launched a lottery for complimentary items on its Xiaohongshu official account.Netizens’ ReactionSo far, the area of interest model solely has an official social media presence on Xiaohongshu to work together with Chinese shoppers, whereas its Instagram following is at nearly half one million. However, the daring marketing campaign spotlighting the underground voguing neighborhood impressed China’s on-line viewers. Receiving feedback like “this collaboration is so cool” and “the inventive route of the video is wonderful,” the video earned over 1,000 likes on Xiaohongshu.VerdictFounded in Brooklyn in 2007, Amika has constructed stable model consciousness in North America with a fame for celebrating all hair varieties, textures and types. However, given the issues of the sweetness business in China, it’s not a easy job for international gamers to make forays into the market. In an interview with i-D China, Amika’s CEO Chelsea Riggs said that the Chinese market has been interesting to Amika for years, however worldwide enlargement is difficult for an unbiased and rising model. It was solely this 12 months that the haircare label launched its official social media account and on-line shops on Tmall Global and Xiaohongshu.As Amika has been inclusive to various neighborhood cultures since model basis, its partnership with Voguing Shanghai is a pure, agile method for localization within the Chinese market. Founded in 2019, Voguing Shanghai has formed the brand new ballroom scene in Shanghai, even China, and contributed to the quiet flourishing of underground tradition. The platform is an inclusive shelter for the native LGBTQ neighborhood to discover and showcase their identities. As Riggs says, “We are excited to immerse ourselves in new platforms and methods of going to market that differ from our technique within the US. We love Chinese shoppers’ want for self-expression and the playfulness of promoting in China.” Though the voguing neighborhood is comparatively small within the nation, its alignment with Amika’s inclusive model values has helped the label join with its goal market in a unique, memorable means.
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