Global brand goes local with Singapore strategy
As part of the Boston Consulting Group’s Rise 2.0 programme, we were tasked to design a theoretical brand localisation strategy for a global brand like NARS to connect authentically with the Singapore market.
Translating a Global Brand for a Local Audience
For a global luxury brand like NARS, success in a new market requires a deep, authentic connection. The core business challenge in Singapore is to move beyond a one-size-fits-all approach and build a brand experience that resonates with the sophisticated local makeup user.
Our initial analysis of the Singapore market, including a qualitative review of competitor and beauty influencer content, reveals a clear opportunity. We saw a strong local preference for “bold yet subtle” makeup looks, a Singapore nuance that NARS’s global campaign doesn’t address.
This insight proved that to connect authentically, NARS needs to move from a one-way global broadcast to a two-way local conversation. This led to our core strategic recommendation: to design a brand marketing plan where the primary goal is not just to build awareness, but to create engaging experiences that encourage users to voluntarily share their first-party data, laying the foundation to increase customer lifetime value through a truly personalised brand relationship.
Bold is in the Strategic Details of a Multi-Platform Solution
Our core strategic insight: translating the local preference for “bold yet subtle” looks into the “BOLD IS IN THE DETAILS” creative platform.
This strategy is built around a central creative idea derived from our research “Bold is in the Details”. This concept allows NARS to stay true to its sophisticated high fashion-driven DNA while speaking directly to the local preference for understated boldness.
To bring this idea to life and begin gathering first-party data, we design a comprehensive, brand marketing plan that includes four key campaign initiatives, such as “How Subtle is Your Bold” online quiz to capture user preferences directly.
Strategic Foundation for Ongoing Marketing
The primary result of our work is a repeatable campaign platform that transforms how Pest Hanter communicates.
They are no longer just competing on price; they now lead the conversation with the value of proactive prevention. This strategic shift provides them with a more persuasive and sustainable way to engage their market, turning a discount into a tool that builds both urgency and trust.
The four key campaign initiatives designed to bring the “BOLD IS IN THE DETAILS” strategy to life and capture first-party data.
The plan also includes a tailored content distribution strategy for Instagram, Facebook and TikTok, and a full set of SEO recommendations to improve the brand’s visibility in local search.
A Complete Blueprint for the Singapore Market
The primary result of our work is a complete and comprehensive brand marketing strategy, ready for implementation.
“Bold is in the Details” provides a full blueprint for how a global brand can thoughtfully capture first-party data and effectively tailor its presence for a nuanced local market. It is a testament to a research-driven brand localisation strategy.
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NARS® is a registered trademark of Shiseido Company, Limited. This is an academic project created for the BCG Rise 2.0 programme and is for portfolio purposes only. It does not imply an official endorsement by or partnership with NARS Cosmetics.