Helping a sun care brand succeed in two very different Asian markets

A leading sun care brand came to TSI looking to increase its share within the market in Asian markets, specifically China and Japan. To do this, TSI was asked to help them better understand the Asian market and consumer needs within both skincare and sun care. Ultimately, they wanted to create a new brand that could fit into the market. 


Insights, Strategy,
Innovation, Design


Asia, China


Personal Care


To first uncover how consumers approach suncare in the two countries, TSI conducted interviews with suncare and skincare experts in both Japan and China. We then had consumers conduct a home diary exercise and spoke to them via focus groups. These learnings were taken into brand workshops in both Shanghai and Tokyo, after which 13 SKUs were ideated. Through a series of quantitative validation tests, we ultimately arrived at 3 high potential ideas to proceed with.

Through this program of research, the brand was given a clear landscape of the Asian market and the white space they could play in.


Market understanding • Home diaries and consumer focus groups  • Workshops in two countries • Product innovation concepts • Concept validation

Points of Difference

Brought concepts to life, in-house • Emotional profiles of concepts • Multi-country approach all under one roof​ • Product pipeline strategy

Through our innovation process, we came up with 13 new product ideas.

Through a quantitative survey, product ideas were then ranked, and evaluated by consumers.

Product ideas were brought to life by our design team.

Using our online concept screening process and licensed emotional profiling, TSI identified the three concepts that would best fulfil the Asian skincare consumers’ needs. The brand has since taken these learnings to proceed with the creation of a new brand for the Asian market, set to launch within two to three years.

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