Brand strategy case study breakdownfrom @davidkchoe

Transcript

This Chinese founder is building the next luxury fragrance brand you've never heard of. Welcome to Behind the Brand, a series uncovering the founder principles that become the unfair advantages of outlier businesses. Today, we're talking about Twosome. Twosome is a luxury Chinese fragrance brand founded in 2018 with 12 stores globally, over a 100,000 repeat customers with a 60% repurchase rate. How is Tusomme are taking over China despite Better brands with deeper roots? It's breaking out because of its founder Shen Lee and Elvis Lu's principles and brand strategies. So here are their founder principles. The first principle is owning the better new modern aesthetic. Instead of leaning on design and branding principles of western brands like No Malone or Byredo, Shenley is creating and owning a new uniquely eastern and Chinese aesthetic. Setting. We don't borrow legitimacy from Western standards. Instead, Tussamer embraces its heritage while reimagining it for the modern Chinese consumer. She says it like this. Our generation grew up with Western cultural influences. When I entered the media industry a decade ago, I witnessed a profound transformation among young Chinese people, a surging appreciation of Eastern culture. It made me wonder about our way of life before Western influence. As I got deeper into the research, I found myself captivated by traditional Chinese aesthetics, especially the sophisticated doubles down with principle number two, which is local cultural translation. Her approach to building storefronts is integrating local architecture and traditional elements. She sees local architecture as a true soul of the space, connecting the brand and the sense and experience to this better. She said it like this, we didn't wanna just sell perfumes, but to serve as a reminder for local heritage. That's why we chose to open our shop in a historic neighborhood with its own stories. Principle number three is the beauty of uselessness. She understands people don't just buy for logical or functional reasons. They want something deeper. She actually compares it to the Labooboo craze. She says, if Labooboo were a power bank, it wouldn't have sparked today's collection craze. People collect Labooboo for the same reason they collect perfumes. They're not just buying the object, but a moment of reflection rank connection with their inner self. With everyday items like cleanser or shower gel, buying several items is stocking up, which is very different from collecting. The final principle is how seriously they take ingredients in bringing innovation into their supply chain no that they can actually own newness. They actually secured exclusive global rights to aged tangerine peel essential oil and even introduced the ingredient into the International Fragrance Association standard systems. This isn't just blending existing scents. They're setting new standards based on their heritage. So what do you think about CHANELI and Toussaint? Do you think they can expand into the better market and see the same level of success? Let me know in the comments below.