A quality product does not guarantee sales.
Every day, new creams, masks, and serums with quality formulations, neat packaging, functional formulas, and clear pricing enter the market — yet some of them remain unnoticed.
If a product is not perceived as familiar by a specific audience and environment, it does not get chosen by the buyer. Neither a strong formula nor large-scale advertising compensates for this.
In cosmetics, this rule holds without exceptions — from local brands to premium ones. Cultural code is not a trendy term but a minimal condition for a product to get noticed at all.
Even global brands lose their audience when their product “speaks” in a foreign language. For instance, in 2019, Fenty Beauty attempted to enter the Chinese market with a key focus on shade diversity. In China, ethnic diversity is lesser, and fair skin is considered a beauty standard. Priorities are skin-lightening products and natural ingredients. The positioning model successful in the USA did not work here — the brand did not secure significant positions.
Such mistakes cost months of work and significant budgets. The problem is not the product’s quality but that it was initially not integrated into the cultural code of the market.
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The material was prepared as part of the New Commerce Culture discipline and the Brâme™ authoring method, where cultural code is seen as a key element of product perception in commerce architecture. This article presents a step-by-step tool to identify and eliminate discrepancies, allowing the product to reach a competitive level — from the local segment to premium.
