Case Study: Mentholatum achieves customer-centric marketing and faster product insights with Meltwater

Mentholatum - Customer Case Study

Mentholatum, a consumer healthcare and FMCG brand in the Rohto Group with a strong APAC presence, needed faster, more reliable ways to understand customer sentiment across e-commerce and social platforms. Manually trawling product reviews on sites like JD.com and Tmall was time-consuming and made it difficult to spot competitor moves, trending products, or gaps in their marketing strategy.

By deploying Meltwater to centralize review tracking, monitor URLs and “hot” keywords across platforms like Weibo and Little Red Book, Mentholatum gained real-time sentiment analytics and trend alerts. The solution reduced reporting time, informed R&D and marketing decisions, enabled more customer-centric campaigns, and delivered clearer performance reports for stakeholders — improving product focus and market responsiveness.

Mentholatum

Jeffery Liu

Marketing Director