In light of this, the partnership with To Summer offers Shiseido a springboard to dip its toes into China’s booming fragrance market. It’s forecast to double in size by 2027 from $2 billion (14 billion RMB) today, according to the BoF report.ĭomestic consumers have already begun wearing perfume more often and seeking differentiating brands. Shiseido x To Summer’s scent diffuser aims to create inner peace and relaxation, which perfectly fits both the brand image and the perception they want to deliver,” says Hwee.Ĭhina’s fragrance market is buoyant. “Rather than blunt collaboration and blending Chinese elements directly into the products and campaign, foreign brands are smartly choosing independent C-beauty brands that share the same values and business concept. Shiseido x To Summer’s cooperation will last for one year. The one-of-a-kind collaboration enriches and enhances awareness of Shiseido’s Future Solutions LX high-end line through localized cultural references. Japanese high-end skincare label Shiseido teamed up with Chinese fragrance brand To Summer to co-create an aromatherapy scent called Convallaria. The co-branded scent was launched earlier this month to coincide with China’s Grain Buds (小满) solar term, which covers the period when grain grows vigorously, a time in ancient China seen as full of hope and good prospects. Inspired by Shiseido’s Future Solution LX Night cream, its top top notes include lily of the valley and sandalwood. In May, Japanese high-end skincare label Shiseido teamed up with Chinese fragrance brand To Summer to co-create an aromatherapy scent called Convallaria (盈铃兰). It’s rare to see international skincare brands collaborate with their direct C-beauty competitors. Here, Jing Daily looks at partnerships that have resonated with consumers in China. In particular, the premium segment’s sales, where major international beauty brands are positioned, is expected to grow at around 10 percent CAGR from 2022 to 2027. Ĭhina - the beauty industry’s growth engine - is forecast to account for around one-sixth of global beauty retail sales by 2027, according to the BoF report. “Local brands are no longer called ‘emerging brands,’ and they are gaining influence,” Hwee Chung, group business director at Kantar Worldpanel, who oversees the beauty industry, tells Jing Daily. This cohort focuses more on the brand’s personality versus the fame, which is distinctly different from their parents and grandparents,” says Allie Rooke, founder of Clean Beauty Asia, which provides services to indie beauty brands in China.Ĭ-beauty label INTO YOU, launched the lip mud concept in 2020. “Global brands don’t have that much traction with the younger generations in China. Approximately 50 percent of Chinese consumers say they regularly buy homegrown beauty products, according to a report by The Business of Fashion (BoF) and McKinsey. Though homegrown beauty brands pose a growing threat to international beauty names operating in China, some global players - such as Shiseido, Estée Lauder, and L’Oréal - are joining forces with C-beauty labels to better engage young shoppers.ĭomestic C-beauty companies’ have expanded their market share in recent years thanks to effective digital engagement strategies and affordable prices. Subscribe to our Jing Beauty newsletter launching on June 14, 2023, to get the latest news on China’s world of beauty and wellness.
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