Miniso Targets China’s Netizens
In 2022, the Masters Aroma Lab was founded by Miniso and a group of influential perfumers and fragrance suppliers from around the world who have created perfumes for Dior, Jo Malone, Armani, and Gucci. Miniso has launched a 1,000-piece digital collectibles series featuring the Masters Aroma product to promote the lab’s work, which is free for users to claim via delivery service Ele.me’s platform.
Miniso is still working to redeem itself after its Japanese branding irritated local consumers last year. The company recently announced plans for global expansion in order to strengthen its position in comparison to competitors.
While the collaboration is both innovative and visually appealing, its lack of online presence and marketing promotion will likely impact the amount of hype and sales the project generates — making it a great concept with subpar execution.
(With inputs from Shikha Singh)
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