Rong Weiang, Founder of Shanghai PotencyStrike Culture Communication Co., Ltd., Discusses Industry Upgrades in Medical Aesthetics and Health Consumption Trends
From brand marketing roles in international communications agencies to Head of Digital Marketing at Galderma China, and later founding Shanghai PotencyStrike Culture Communication Co., Ltd. Rong Weiang has accumulated over a decade of market experience across medical aesthetics, pharmaceuticals, and consumer goods sectors.
Currently, he is spearheading the market operations for formulab+ Menocare in China, while expanding into sleep solutions and other health-related products. In Rong’s view, this transition is not a departure from the medical aesthetics industry, but rather an evolution from focusing on consumers' external appearance to addressing their internal physiological status and long-term health management.
Early in his career, Rong worked at international communications agencies such as TBWA and Publicis Digitas, contributing to brand projects for Vichy, Sanofi Essentiale, Estée Lauder Clinique, British Airways, Delta Air Lines, and Marriott, among others. His expertise covers brand strategy, digital marketing, social media, CRM, consumer insights, and cross-market communications.
From 2019 to 2021, Rong served as the Digital Manager for Galderma China, overseeing digital marketing for medical aesthetics products including the Restylane series and Dysport. During the launch of VITAL, he helped establish category awareness for "Skinbooster" in the Chinese market. By integrating channels across celebrities, media, PR, social platforms, and aesthetic clinics, the campaign drove sales of approximately 20,000 units within the first three months of launch.
When Dysport was launched, communications for medical aesthetics products were strictly regulated by pharmaceutical advertising guidelines. Rong led his team in executing compliant marketing centered around product positioning, tailored communication language, celebrity partnerships, PR, and social media, achieving sales of around 30,000 units within two months post-launch.
"Marketing for medical aesthetics cannot rely on exposure alone," Rong noted. "Brands need to simultaneously engage consumers, physicians, aesthetic clinics, and sales teams. Only by connecting professional content, product positioning, and end-user demands can marketing be converted into long-term brand equity."
In 2022, Rong founded Shanghai PotencyStrike Culture Communication Co., Ltd., focusing on integrated marketing services for upstream medical aesthetic and pharmaceutical brands. Currently, the team consists of around 8 core members, providing services ranging from digital strategy, social media, KOL partnerships, PR, events, to content production. In 2025, the company's annual revenue approached RMB 20 million.
Throughout its operations, POTENCYSTRIKE has been involved in market communications and promotional work for Ellansé, Sisram Medical-related brands, and various other medical aesthetics projects. For Ellansé, the team has managed online communications, social media, KOL marketing, and aesthetic clinic partnerships since 2022. In other projects, the team has also facilitated physician exchanges, overseas academic visits, brand PR, and market education for new products.
Rong observes that in recent years, the Chinese medical aesthetics market has shifted from a phase of rapid expansion toward a stage that prioritizes professionalism and long-term operations.
"Consumers today pay close attention to product ingredients, application scenarios, physician expertise, clinic service quality, and long-term outcomes," he stated. "What brands need to build is not just a single purchase, but sustained trust in their products and professional ecosystems."
This insight led Rong to expand into women's health and the broader wellness market. Currently, he is collaborating with a Spanish team to operate Formulab+ Menocare in China through a co-operational partnership model rather than a traditional distribution agency setup. At this stage, the team is primarily focused on brand promotion, market education, and consumer engagement.
"Moving from medical aesthetics to women's health stems from seeing the continuity in consumer demands," Rong explained. "A consumer's concern for outward appearance often naturally extends to sleep quality, stress, nutrition, mood, and overall physical state. What the women's health market needs are long-term, continuous products and services that align seamlessly with modern lifestyles."
In addition to Formulab+ Menocare, Rong is advancing R&D and market preparation for sleep health products. His health-tech initiative, EndoZzzz, is developing sleep products in sublingual spray format while actively exploring global partnership opportunities.
He views sleep as a universal need within the broader health sector, but emphasizes that product messaging cannot rely on simple functional slogans.
"Consumers are increasingly focused on scientific evidence for ingredients, delivery methods, safety, and long-term experience," he said. "Sleep products must help consumers build a more scientific understanding of health, and brands must take full responsibility for the information they deliver."
Addressing health consumption trends in the AI era, Rong believes AI will significantly improve how consumers access information, compare products, and manage their health, while simultaneously elevating market standards for professional accuracy and credibility.
"AI can help brands understand the market faster and assist consumers in obtaining information quickly, but it cannot replace product quality or professional accountability," Rong emphasized. "Future health brands will need to translate professional knowledge into accessible insights for consumers while establishing trust through authentic product experiences."
From upstream medical aesthetics marketing to strategic layouts in women's health and sleep solutions, Rong continues to execute a consistent entrepreneurial logic: understand evolving consumer needs, help brands establish clear market positioning, and convert professional products into long-term, sustainable consumer value.
"My focus is always on how market demands are shifting and how brands can genuinely respond to those changes," he concluded. "Whether it is medical aesthetics, women's health, or sleep products, everything ultimately needs to root itself back into the real lives of consumers."
