How beauty brands are using Lunar New Year to forge customer loyalty

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On Wednesday, countless communities around the globe will celebrate the start of a new year: the Year of the Snake. Observed in China and in many Asian cultures, Lunar New Year marks a new year on the lunisolar calendar, with 2025 marking the transition from the Year of the Dragon to the Year of the Snake.

Global beauty brands are taking part in the celebrations, as well. In January, Swedish perfume brand Byredo released a campaign on the theme of homecoming in collaboration with Chinese artist Wei Yijuan. Dyson, meanwhile, released a limited-edition red version of its famed Airwrap, while French beauty house Guerlain launched limited-edition red and gold packaging for perfumes and lipsticks.

Lunar New Year-themed campaigns and products have become perennial initiatives for many fashion and beauty brands, particularly those courting luxury shoppers in China. But this year’s Lunar New Year launches come at a turning point for customers both in China and across the globe.

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