Kim Robinson

Skip to contentKim Robinson Client profileKim Robinson is a luxury haircare salon brand founded by Australian celebrity hairstylist Kim Robinson. The brand had an established presence in Hong Kong and Singapore, with existing relationships with Chinese celebrities. ObjectiveSeeking to capitalize on growing demand for premium personal care in Mainland China, Kim Robinson reached out to Daxue Consulting to define a market entry strategy for both salon operations and direct product sales across both offline (salon) and online (e-commerce and digital) channels. Research process & methodologyDaxue Consulting conducted a comprehensive market analysis combining industry research, digital strategy assessment, and expert validation to evaluate the luxury haircare segment and optimize Kim Robinson’s entry strategy. We mainly leveraged the following methodologies: Industry report synthesisSocial media listeningExpert interviews Step 1: Industry report synthesis Step 2: Social media listening Step 3: Expert interviews We synthesized industry reports, government databases, and other relevant local sources to size the luxury haircare segment, identify market developments, analyze competitors, and segment target consumers.We analyzed Chinese social media platforms (e.g., Weibo, RedNote, Weibo) and e-commerce marketplaces to assess brand perception, competitor positioning, and digital marketing performance metrics including traffic acquisition, conversion, and retention.Daxue Consulting conducted 20+ in-depth interviews with market insiders (KOLs, luxury brand managers, hair salon specialists) and commercial professionals (promotion agencies, landmark shopping mall managers) to validate market opportunities and inform retail strategy. OutcomeDaxue Consulting presented Kim Robinson with:Route-to-market business plan: Distribution strategy, marketing and communication approach, and financial forecasts with best- and worst-case scenariosTiered investment recommendations: Niche luxury positioning (minimum investment) to drive impact within targeted social circles, and scaled luxury positioning (higher investment) to expand market share with masstige products GET IN TOUCH WITH OUR CONSULTANTS More case studies L’Oréal Kim Robinson Madrid City Council