Russian women have an endless amount of beauty options. However, with a little primary research, Trendt learned one very important thing about the Russian female: while she is interested in beauty, she is not a slave to trends and will choose treatments that fit her type of skin and make her feel happy. This presented the perfect opportunity for Myadelline, a K-Beauty marketplace known for its wide selection of K-beauty products. They wanted to break into Russian. market and hired Trendt to better understand the Russian women’s beauty shopper and revitalize the way they were spending their marketing dollars – moving from catalogs to custom connections.
It all started over two years ago when we were asked to help Myadelline, K-beauty marketplace, to enter the Russian market. Most 18-30 year old women in Russia are aware of K-beauty products, but they don’t know Myadelline marketplace well enough to advocate for them or have the time to try them unless recommended