5th CIIE："Invest in China" to "Invest for China"

From November 5 to November 10, the fifth China International Import Expo(CIIE) was held in Shanghai National Convention and Exhibition Center as scheduled, L'Oreal, Estee Lauder, Shiseido and other international beauty giants participated in this expo.

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New technology, new products empower the downturn in the beauty market and brought vitality. It can also be seen that the new strategy of the beauty group in the Chinese market is under the counter-trend.

Fragrance category has become a trend

This year, L'Oreal's Prada beauty brought the new PARADOXE women's perfume and Chinese fragrance brand DOCUMENTS, which was recently invested, into the expo. LeLabo, the fragrance brand of Estee Lauder, has been rumored to be filed in China this year, and the first store is located in Shanghai. This time, LeLabo's perfume, scented candles, personal care and other products are also all presented at the expo.

In this Expo, Unilever also presented its new men’s fragrance care brand PROUDMEN. According to Unilever staff, PROUDMEN was founded in Japan in 2007 and has been listed on Amazon Japan and Rakuten Japan for four consecutive years in the category of male fragrance care and it ranked first among this category on these platform. It was positioned in the high-end market. It is reported that the brand will first enter the Chinese market through cross-border trade next year, and then gradually expand the general trade.

In addition to fragrances, color cosmetics and skincare also remain one of the brands' priorities.

Speaking to CHAILEEDO, COTY Group's China Managing Director, Guilhem Souche, said, "We hope to achieve the trio of perfume, color cosmetics and skincare driving together." Therefore, the group has repositioned Lancaster to focus on the high-end skincare segment, and the new high-end collection is expected to be introduced to China in the first half of next year. Souche said, "GUCCI beauty is currently the largest brand in Coty China, Burberry beauty is also taking off quickly. Overall, the current development of several iconic brands are relatively balanced, the next goal is to pull up our skincare sector."

In skincare track, anti-aging efficacy is loud and clear

In the trend of efficacy skincare, the vast majority of new products are aimed at the anti-aging sector.

Compared to previous years, Amore Pacific has a new look this year. The company's brands display more than 20 new products on the expo, including the Chinese market premieres of Sulwhasoo First Care Activating Serum (25th Anniversary Limited Edition) and Innisfree Collagen Peptide Essence Face Cream.

Kao Group's sensitive skin brand, Curel, launched the new Curel Light Ageing and Stretching Anti-Wrinkle Cream, which was jointly developed by Kao's R&D team in China and Japan and produced by Kao's factory in China. The product focuses on C-Ceramide functional substance and G-Ginger ginger root extract, which can slow down the formation of wrinkles while repairing the barrier and solve the problem of anti-aging for sensitive skin. The staff of Cruel told CHAILEEDO that the new product is aimed at people in their 20s who have anti-aging needs, which is to cater to the Chinese domestic market.

Shiseido also brought more than 40 new products from 22 brands this time, the newly upgraded three new products are mainly anti-aging effect Shiseido Vital Perfection Intensive Wrinkle Spot Treatment eye cream, etc. Among them, IPSA’s new upgraded product is the debut of CIIE, with the hospital-grade ingredient "GN3" as the main focus, which can promote the production of three core skin anti-aging proteins. The product will be launched in December in China.

EVE LOM, a SPA-level luxury skincare brand acquired by Chinese beauty group YATSEN, also made its world debut at the expo with its new Brightening Retinol Serum, which uses three core anti-aging ingredients: Caviar Finger Orange Extract™, Gilt Microcapsules Encapsulated A Alcohol, and Oat Kernel Fermentation Microbiota, focusing on firming and reducing lines.

China's market is becoming increasingly attractive to international brands

This year, it is the 100th year of Unilever's investment in China, the 25th anniversary of L'Oreal's entry into China, the 30th anniversary of Amore Pacific's entry into China, and more than 40 years of Shiseido's entry into China ...... The average age of these international beauty groups in China is more than 30 years old, and their development in the Chinese market has entered a new cycle.

L'Oréal's BIG BANG Program found like-minded government partners at the CIIE 2020. In June 2021, L'Oréal China signed a memorandum of cooperation with the Suzhou Industrial Park Administrative Committee to build the Group's first self-built Smart Fulfillment Center in the world. in October 2022, the foundation stone of L'Oréal's Suzhou Intelligent Fulfillment Center was officially laid.

Regarding the investment in the Suzhou Intelligent Fulfillment Center, L'Oréal North Asia President and CEO of China, Fabrice Megarbane, told the media, "We fully believe in the potential of the Chinese market and we fully believe that to do beauty in China, we have to focus wholeheartedly on China and provide the best support, the best innovation and the best production for the Chinese market."

On the site of CIIE today, L'Oreal also re-announced a youth empowerment program - L'Oreal YOUTH BANG Camp. According to the introduction, the program aims to empower young entrepreneurs under 30 years old in China and to create a future of beauty with the younger generation.

Looking towards 2023, Fabrice told CHAILEEDO that the beauty consumer is continuing to change with new consumer trends encompassing new categories, new models/channels, new strategy and new beautiful consumption, in which we see great opportunities. For L'Oréal, China is not only a growth engine but also strategically important in terms of innovation (R&D and innovation, beauty technology), sustainability and talent. Its growth in China over the past 25 years has given them long-term confidence.

As Fabrice said that with 'In China, for China, L’Oreal look forward to continuing its journey in China for the next 25 years and beyond.