In the competitive world of skincare, launching a new brand is always a challenge. Now, imagine doing it in one of the world’s most complex regulatory environments while staying true to your ethical principles. This is the story of how Knudsen&CRC Team went beyond compliance to help Bulldog Skincare, a UK-based men’s grooming brand, successfully enter the Chinese market without compromising their cruelty-free ethos.
The Challenge
In 2019, Bulldog Skincare faced a formidable task: introduce their products to the Chinese market while maintaining their unwavering commitment to cruelty-free practices. At the time, China mandated animal testing for all imported cosmetics, presenting an ethical dilemma for brands dedicated to natural and ethical skincare.
Founded in 2005 in the UK, Bulldog Skincare had built a reputation for providing high-quality, natural skincare solutions specifically designed for men. Known for their straightforward approach and use of natural ingredients like aloe vera, green tea, and camelina oil, Bulldog needed a partner who could navigate the complex regulatory landscape without compromising their values.
Our Innovative Approach
Knudsen&CRC Team rose to this challenge by developing a comprehensive, multi-faceted strategy that went far beyond mere compliance:
- Strategic Local Manufacturing: We identified, inspected, and negotiated with local manufacturing partners to comply with both Bulldog’s requirements and those of Watson’s retailer, implementing a groundbreaking approach to bypass import-related animal testing requirements.
- Supply Chain Optimization: Our team sourced packaging materials that met both local regulations and Bulldog’s quality standards.
- Product Compliance: We screened and identified products that potentially required reformulation to comply with Chinese regulations, ensuring the brand’s unique identity was preserved while meeting local standards.
- Regulatory Navigation: We leveraged our expertise to develop compliant labeling and claims for China products, maintaining the essence of Bulldog’s brand messaging within the regulatory framework.
- Market Entry Support: Our team applied for NMPA product filing and assisted in drafting press releases prior to launch, ensuring a smooth and impactful market entry.
Key Innovations
- Implemented innovative strategies to establish efficient local production in China, ensuring compliance with regulatory standards while aligning with Bulldog’s goals and needs.
- Created customized production inspection standards based on the brand’s requirements, improving production management, product quality, and safety.
- Leveraged the China Leaping Bunny Pilot Project to pioneer cruelty-free market entry for international brands.
Remarkable Results
Knudsen&CRC Team’s dedication and innovative approach paid off spectacularly:
- Achieved a successful product launch of a selected assortment in 2019
- Expanded presence across online and offline channels in China, including a launch in local Watson stores in Shanghai
- Generated positive global and local press coverage, with the brand featuring in more than 120 articles related to the launch
This swift and successful entry into the Chinese market demonstrated our ability to transform complex regulatory challenges into opportunities for growth and market leadership.
Long-term Impact
- Established Bulldog as one of the first international Leaping Bunny approved brands to launch in Mainland China
- Paved the way for expansion of Bulldog’s product portfolio in China
- Set a precedent for other cruelty-free international brands looking to enter the Chinese market
Client Testimonial
“Knudsen&CRC worked extremely hard to ensure our brand was the first international Leaping Bunny approved brand to launch in Mainland China. We have a great relationship with the whole team, and we look forward to working with them on future opportunities in this unique and complex market.”
– Head of New Product Development & Technical, Bulldog Skincare
Key Learnings
- Achieving success relies on strong collaboration between clients and regulatory teams.
- Adapting to changing cosmetics regulatory frameworks requires innovative and flexible strategies.
- Implementing effective and innovative systems is essential for managing product compliance efficiently.
At Knudsen&CRC Team, we do not just solve compliance challenges – we transform them into opportunities for growth and market leadership. Our work with Bulldog Skincare demonstrates our commitment to going beyond compliance, working side by side with our clients to deliver successful outcomes in highly regulated industries. By leveraging our diverse expertise spanning compliance, marketing, quality control, and local knowledge, we turn complex challenges into pathways for global expansion and ethical market leadership.
This case study exemplifies our dedication to delivering comprehensive solutions that not only meet regulatory requirements but also uphold our clients’ core values and brand integrity. Through innovation, expertise, and unwavering commitment to ethical practices, we continue to pave the way for cruelty-free beauty in the Chinese market and beyond.