There’s a new breed of luxury consumers out there – not married to or inheriting wealth, but self-made millionaires whose countless start-up hours paid off dearly; merely in their 20s and 30s, they want luxury.

In a world of thousands of skincare ingredients and brands vying for attention, it’s hard to break into this fickle new segment that is so spoilt for choice, and so digital savvy.

Swissmooh, the export arm of Switzerland's farm cooperative, was searching for a new way to relaunch its brand in China, but in a way that could pave the road for market entry to Japan.