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Virtual Orchestration of a UK Beauty Giant’s China Launch

In the realm of global cosmetics, launching a new brand is challenging. Now, imagine doing it remotely, during a pandemic, in one of the world’s most complex regulatory environments. This is the story of how Knudsen&CRC Team went beyond compliance, working together with a famous UK cosmetics brand to successfully enter the Chinese market against all odds.

The Challenge

In 2020, our UK client, a leading cosmetics brand, faced a challenging task: preparing to launch their cruelty-free brand in China amidst global uncertainty. With travel restrictions preventing UK management from entering China, the entire process had to be managed remotely.

Our Approach

CRC Team rose to the challenge with a comprehensive, multi-faceted strategy that went far beyond mere compliance:

  • Remote Collaboration: We coordinated thousands of hours of online meetings, involving almost every department from our client’s HQ and our diverse teams.
  • Cross-Functional Expertise: We leveraged our full spectrum of competencies:
    • Marketing compliance
    • Manufacturing audits
    • Quality control
    • Regulatory navigation
    • Local manufacturing implementation
  • Remote Quality Assurance: We ensured product quality matched the original manufacturing standards, all managed from afar.
  • Adaptive Claim Management: Our team rigorously reviewed and adapted product claims and names to meet Chinese regulations.
  • Regulatory Agility: We navigated the evolving Chinese cosmetics regulations, enabling a cruelty-free market entry.

Key Innovations

  • Developed a comprehensive remote launch strategy, enabling seamless collaboration
  • Implemented local manufacturing strategies to bypass animal testing requirements
  • Created tailored training programs for staff on NMPA requirements, delivered entirely online

Results that Speak Volumes

  • Successful market entry in 2021, maintaining cruelty-free principles despite pandemic challenges
  • Nomination as “Safe Consumption Brand 2021” by NMPA
  • Expansion across online and offline channels throughout China
  • Continuous successful product launches in the Chinese market

Long-term Impact

  • Established our client as a cruelty-free leader in the Chinese cosmetics market
  • Developed a replicable model for remote market entry in complex regulatory environments
  • Strengthened ongoing partnership, ensuring continued compliance and market success

Key Learnings

  • The power of remote collaboration in overcoming geographical and pandemic-related barriers
  • The value of a holistic approach, combining regulatory expertise with broader business competencies
  • The importance of adaptability and innovation in navigating unforeseen global challenges

Client Testimonial

“Knudsen&CRC Team is a fantastic partner! We couldn’t do it without you!”

– General Council, UK Cosmetics Brand

This case study exemplifies Knudsen&CRC Team’s commitment to going beyond compliance, working together with our clients to deliver comprehensive solutions in highly regulated industries. By combining our diverse expertise, from compliance to marketing and quality control, we transform complex challenges into opportunities for growth and market leadership.

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