Introduction
Dear Participant, We are conducting market research for HuaJianTang, a Chinese beauty brand planning to enter the UK market in 2027. This survey aims to understand young female consumers’ preferences and attitudes towards beauty products, as well as their perceptions of Asian beauty brands. Your responses will be kept strictly confidential and used only for academic and market research purposes. The survey will take approximately 3–5 minutes to complete. Thank you for your valuable time! Contact: research@huajiantang.com
1. Are you aged between 18 and 30 years old, and have you purchased beauty or skincare products in the past 6 months? (Single Choice) A. Yes (Continue the survey) B. No (Exit the survey, thank you for your time) Main Survey Questions
2. How often do you purchase beauty/skincare products? (Single Choice) A. Weekly B. Every 2–4 weeks C. Every 1–3 months D. Every 4–6 months E. Less than once every 6 months
3. Where do you usually purchase beauty/skincare products? (Multiple Choice) A. Drugstores/Supermarkets (e.g., Boots, Superdrug) B. Department stores C. Brand official websites D. E-commerce platforms (e.g., Amazon, ASOS, LookFantastic) E. Social media platforms (Instagram/TikTok shop) F. Specialty beauty retailers (e.g., Sephora) G. Others:
4. What is your typical budget for a single beauty/skincare product? (Single Choice) A. Under £10 B. £10–£25 C. £26–£50 D. £51–£75 E. Over £75
5. Have you ever tried or purchased beauty/skincare products from Asian brands (including Chinese, Japanese, Korean)? (Single Choice) A. Yes, regularly B. Yes, occasionally C. No, but I am interested in trying D. No, and I have no interest
6. When choosing a beauty/skincare product, how important are the following factors to you? A.Ingredients (natural/organic claims) B.Price C.Brand reputation/trustworthiness D. Packaging design E.Social media recommendations/reviews
7. Which of the following descriptions best matches your impression of "Oriental beauty brands"? (Single Choice) A. Natural and gentle, focusing on herbal/traditional ingredients B. Trendy and innovative, with unique formulas C. High-quality but expensive D. Exotic and mysterious E. I have no clear impression
8. Brief Brand Introduction: HuaJianTang is a Chinese beauty brand that combines traditional Eastern herbal ingredients with modern skincare technology, offering mid-to-high-end skincare and makeup products with a "Guo Chao" (New Chinese Style) aesthetic. How likely would you be to try a product from HuaJianTang, based on this description? (Single Choice) A. Very likely B. Somewhat likely C. Neutral D. Somewhat unlikely E. Very unlikely
9. Which of the following packaging styles do you find most appealing for beauty products? (Single Choice) A. Traditional Chinese style (e.g., ink wash painting, calligraphy, porcelain-inspired design) B. Minimalist modern style (simple lines, neutral colors) C. Mixed style (blending Eastern elements with modern design) D. Other:
10. If HuaJianTang launched a new skincare product, which of the following price ranges would you consider reasonable for a mid-to-high-end item? (Single Choice) A. £20–£35 B. £36–£55 C. £56–£75
11. What type of beauty/skincare products are you most interested in trying from a new Asian brand? (Multiple Choice) A. Cleansers B. Toners C. Moisturizers/Creams D. Serums/Essences E. Sunscreens F. Makeup (foundations, lipsticks, eyeshadows) G. Face masks H. Others:
12. Which of the following marketing channels would most influence your decision to try a new beauty brand? (Multiple Choice) A. Influencer/celebrity recommendations on Instagram/TikTok B. Reviews on beauty blogs/YouTube C. Social media ads D. Word-of-mouth from friends/family E. Brand official website/email marketing F. Discounts/promotions
13. Do you have any concerns about trying beauty products from Chinese brands? (Open-ended)
14. What would make you more likely to purchase a beauty product from an Oriental/Chinese brand? (Open-ended)
Demographic Questions (Optional)
15. Which age group do you belong to? (Single Choice) A. 18–21 B. 22–25 C. 26–30
16. What is your current occupation? (Single Choice) A. Student B. Full-time employed C. Part-time employed D. Self-employed E. Other:
17. Which region of the UK do you live in? (Single Choice) A. England B. Scotland C. Wales D. Northern Ireland E. I prefer not to say Closing
19. Thank you very much for completing our survey! As a token of our appreciation, you will be entered into a draw to win a £50 Amazon gift card (simulated for this research). If you would like to be notified of the results or future updates about HuaJianTang, you may leave your email address below (optional): Email (Optional): ______ Have a great day! 😊