It’s not surprising that the world’s largest e-commerce market – China – is also one of the biggest markets for marketing. Over 70% of brands increased their budgets for online marketing investment in China in 2021, according to a report from CBN Data. As global brands seize opportunities to sell to China, they are focusing on increasingly digital-savvy Chinese customers who turn to the popular social media platform WeChat to follow brands’ activities.

As a daily consumer product, the haircare market in China has massive headroom for brands to grow. The overall Chinese haircare market gained a steady growth rate of 4.8% in 2020, tapping a market size of 48.7 billion RMB...