During my research I found Chinese skincare and beauty retail company HARMAY to be a good partner for the exhibition, we had a compatible concept and at the same time the customer base of HARMAY had a high level of overlap with the stakeholders of my project.
HARMAY is a global beauty collection shop established in China in 2008, a new retail brand with a warehouse-style aesthetic DNA. HARMAY opened its first offline shop in Shanghai in 2017 and now has opened offline shops in Beijing, Chengdu, Xi’an and other top tier Chinese cities.
-The brand’s positioning: A new generation of beauty and lifestyle brand retail, attracting millennial consumers through an experiential approach, breaking the conventional perception of traditional beauty and skincare through innovation in shop design and shopping experience.
-Target group profile: young female consumers in first and second tier cities, post-90s millennials, socially oriented, who like to try new things
The shop features: art exhibitions, pan-art museums, social media, combining consumption and social attributes to create an offline consumption scene
In my research into the Chinese skincare market, I found that HARMAY has launched a young artist collaboration unit, “HARMAY’s Exhibition”, to collaborate with young artists of international interest or trusted artists with distinctive personal styles. The brand will be able to enhance its communication through art exhibitions. Through art exhibitions, the brand’s communication and social impact is enhanced.
I sent a message to the curatorial department through the contact details of the young artist collaboration unit ‘HARMAY’s Exhibition’, introducing the project I was working on and expressing my desire to collaborate on the exhibition.