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Australian skincare brand Bondi Goddess launched last month, with products being both Australia-made and owned... but the products are only available to Chinese customers. The products are sold exclusively through daigousales.com, which connects Australian businesses with shoppers buying on behalf of Chinese customers. ‘Daigou’ is a Chinese word that refers to an overseas shopper who purchases items specifically for a customer in Mainland China.

While politicians around the globe are winning votes with nationalistic rhetoric, in the consumer sphere the march of globalization will go on as long as consumers continue to demand best-of-the-best quality, low prices and relentless novelty (which is forever!). Just look at the continued growing global popularity of Korean music and beauty, as one example.

How are you jumping into the global landscape of 2018? Some discussion points:

• Countering the effects of air pollution is a key concern for Chinese beauty consumers. Bondi Goddess’ range includes an anti-pollution serum. What ‘new’ specific local needs could you address?

• Chinese consumers are also concerned about buying fake products, so foreign-made brands are preferred. Can you think of other areas where your ‘foreign’ positioning is seen as beneficial?

• It’s not just its products that are tailored to the local market. The products’ prices are all rounded to .88 cents to include the auspicious number eight. What tweaks – big and small – can you make to speak to local audiences?

• Bondi Goddess is currently not available to Australia customers. Leveraging a global brand can add prestige, but it’s worth considering: would launching a new brand enable you to better cater to the needs of a specific local audience?

You spoke, and we listened: over 90% of you who fed back about the new Innovation of the Day format said it’s a hit: so we’ll be sticking with it for the foreseeable future. Many thanks to everyone who took the time to write in – we’re always so happy to hear you love our daily innovations as much as we do!