My Approach:

To help PUIG monitor and respond to fast-moving shifts in China’s beauty market, I developed monthly intelligence reports analyzing social buzz, influencer performance, and consumer sentiment across six major platforms. I segmented data by product category (makeup vs. fragrance) and assessed brand activity during high-impact periods like the 618 Festival.                                                                                                                                                            A major focus was evaluating ambassador-brand alignment: I tracked campaigns where celebrity image either amplified brand equity or created dissonance, flagging one skincare brand whose endorsement choice alienated longtime premium users, while highlighting a makeup brand whose ambassador narrative perfectly embodied its self-expressive, aspirational identity.                                                                                                                                                              I consolidated insights into visually structured decks for PUIG’s regional HQ, delivering KPI dashboards (Buzz, Engagement, NSR Score), competitor benchmarks, and influencer-specific impact breakdowns. In addition, I conducted sentiment analyses tied to packaging, pricing, and brand storytelling, helping shape tactical adjustments in seeding strategy, livestream planning, and campaign messaging in real time.