Caption (v.l.n.r): Stephan Kaenel, Sandra Dragone (project manager Mibelle), Marius Strässle (student project manager), Prof. Andreas Löhrer (FHS-Coach), René Frei, (Genossenschaft Migros Ostschweiz), Tobias Geisser


Chinese consumers have an enormous need for trustworthy brands and high-quality international products. This is why China represents a market with massive potential. But who is the Chinese customer, what does she want and what options can the Mibelle Group offer her?

The students used this question as the basis for an analysis of market data, the beauty routines and purchasing habits of Chinese female consumers. Sandra Dragone, Key Account Manager Personal Care Central Europe and Asia at Mibelle AG supervised the students for seven months and was highly satisfied with the result. “The regulatory conditions for importing cosmetic products into China are unstable, unknown in the long term and represent a risk to an immediate market launch. We will now incorporate the market analysis findings into our strategic projects. It was very impressive to see the students’ structured and dedicated approach to understanding the Chinese cosmetics market.”

The students were awarded second place at the WTT Young Leader Award. We extend our warmest congratulations to the students for this superb result. The WTT Young Leader Award recognises the best student teams from St Gallen University of Applied Sciences in the market research and management design categories.