Peleya - Brand Health & Trust (BHT) Study
Company overview
Peleya is an internationally recognized cosmetics brand originating in China with a global vision. Since its founding in 2003, the brand has consistently focused on the exploration of skin renewal technologies. Guided by the core values of 'youthfulness' and 'cutting-edge technology,' Peleya is committed to delivering scientific, safe, and effective skincare solutions for consumers. As a representative of China's 'national gem' brands, Peleya has remained at the forefront of technological innovation and ingredient selection, earning strong consumer trust and broad market recognition
Research background
In an increasingly competitive cosmetics market, consumers are placing greater emphasis on product functionality, brand personality, and technological sophistication. To maintain its competitive edge, Peleya aims to systematically understand consumer perceptions and expectations regarding the overall brand image and key product categories—particularly face creams and serums. This study seeks to evaluate consumer awareness, distinctiveness, and satisfaction with the brand, establish a scientific brand strength assessment model, identify the core drivers of brand premium value, and provide actionable insights for future brand strategy and product innovation.
Research scope
In February 2024, CEIDEA Research was commissioned by Peleya to conduct a specialized survey targeting female consumers aged 18 to 40 who have purchased beauty products within the past six months. The study combines both qualitative and quantitative methods: qualitative interviews will explore consumer perceptions of differences between Peleya and its competitors across dimensions such as technological appeal, youthfulness, and premium positioning; the quantitative component will cover multiple cities, collecting broad-based consumer data to systematically analyze key indicators including brand awareness, favorability, functional associations, and brand preferences. Through modeling and analysis, the study will identify the core drivers of brand growth and propose more effective consumer communication strategies.
Expected outcomes
Peleya will gain comprehensive feedback on its current market perception and product performance, clearly identifying the positioning and potential opportunities of its face cream and serum product categories. The findings will support deeper consumer insights, help identify key elements influencing brand value, and provide scientific guidance for optimizing product portfolios, developing targeted marketing strategies, and enhancing brand premium positioning—enabling Peleya to solidify its leadership position in the fiercely competitive beauty market.
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