The rebirth of Pechoin (a Chinese Beauty Brand)

Pechoin alias 百雀羚

Do you remember some very old, vintage brands like the sugar you had as a child; the shoes you wore every day when you were at school; the bicycle your father picked you up with after school… Brands can be very nostalgic and strongly evoke the past.

Have you tried re-using these old brands to evoke such positive memories? Perhaps you may re-use them again and again.

Positive memories stimulate the desire for purchasing. However when such consumer passion disappears generationally, what then is the solution?

Let’s introduce Pechoin, the cosmetic company from 1931 that re-branded for the everchanging Chinese market.

There are three factors you need to consider and tap into for branding to be a success.

  1. Associative memory
  2. Topic
  3. Experience

When you talk about Pechoin in China it evokes many positive memories. But the branding has changed significantly. Pechoin was always associated with the older generation before they re-branded.

Firstly, Let’s see the ADS of the older generation and how they look.

Maybe you don’t know these figures? They are the most beautiful, famous stars who had a tremendous influence in China. They are akin to Kristen Stewart or Margaret Grace now. Penchoin utilized these famous images to sell their cosmetics products in the past. Oscar Wilde famously said: “Beauty is the only thing that can’t be hurt by the time”, this is not completely true, when it comes to branding beauty still sells but styles change.

In every different age there is a different definition of beauty, for example in the Tang Dynasty, people saw larger women as the epitome of beauty. The Emperor loved his queen ‘Yang Guifei’ so much but of course, Yang Guifei doesn’t have the body of the Chinese girl in the 21st century, perceptions change. With this changing concept of beauty in mind, the market research team found that the old Pechoin image was no longer suitable for their target customers in the modern age.

The company carried out a professional study to better know their potential customers.

They focused on ages 18-25 with the majority of consumers being white-collar workers or students. They focused on the quality of the cosmetics and paid attention to the packaging also.

There is a big decision for Pechoin in 2012. Pechoin launched a new series that used three different plant components, they called it; “The beauty of Asia–Three Floras”. They painted three elegant Asian women in different poses with flora strongly featured. The branding still has a traditional, vintage feel but proves popular amongst a different generation.

In 2013 it grew as an independent brand. Whilst In 2015, they expanded their sales channels, partnering with the well known cosmetics and beautification company Watsons.

Also in the same year, Pechoin adopted the “Three Flora” successful business model in order to launch a new facial mask brand “Xiaoquexing” with a quaint image of a young girl.


The new images have totally changed the Pechoin traditional image. They still follow the Chinese focus on natural health with plants focused upon, Asian beauty in a natural way is currently a popular trend. Penchoin has attracted more and more new customers after the re-brand.

From the beginning of 1931 until now, the only thing that has never changed Pechoin’s insistence on their products representing the “Beauty of Asia”. The most difficult thing is to have a profound impact so customers become loyal to the brand. They created an advertising campaign to improve the customer experience and levels of interaction. Let’s see how they did it.

“Choose Pechoin, as beautiful as Yongling Wang”

First, on 28 Feb 2014, all the advertising in the retail shop or online shop changed to the slogan “Choose Pechoin, as beautiful as Yongling Wang”. The result was that every day the customer service team received thousands of calls from customers and distributors all asking ‘Who is the Yongling Wang’? This enigmatic statement piqued interest in China.

10 days after, the answer came. Yongling Wang was Pechoin’s Head of Copy, and thousands of people had been stimulated by the statement. Pechoin wanted to transmit a message–we are all nobody, but confidence can make us more beautiful.

Pechoin approved a campaign to create a Cartoon image for Yongling Wang. This newly themed Marketing brought in 380 000 RMB in a single day.

“Happiness is the goal”

Here is another campaign in 2016. From the older generation, we have 4 beautiful women, Xishi, Zhaojun Wang, Diaochan, and Yuhuan Yang. Pechoin created a serial video about them. The idea is that “happiness is the goal”.

Pechoin implemented the new marketing ideas well and also paid a lot of attention to customer feedback, listening, and trying to improve the product and service experience. They have a strong and creative customer services department. Let’s see what they did:

  • A customer service representative knew his customer was getting married, so they prepared a special gift with meaningful products tailored for him. The customer invited the customer service representative to his wedding. This was positive PR for the company.
  • Sometimes, Pechoin will send a classic hand cream for free with a packet to their clients. Also, they will provide gifts to their couriers to incentivize good work.

With these kinds of actions, Pechoin offers a very special experience for clients and also developed a good reputation.

The change is not only about the packaging or product, but also the feeling and an emotional connection deeper inside. Pechoin masterfully updated itself in the ever-changing Chinese market.

Further readings:

You can also read our full guide on the Top Marketing Strategies to Succeed in the Beauty Market

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