Atelier Cologne Presents Two Pop-up Stores in China
- Chaileedo Press
- Jun 14, 2022
- 3 min read
Atelier Cologne, a perfume brand of the L'Oréal group, has launched two pop-up stores on a Chinese duty-free channel, which are located in Sanya, Hainan, China, aiming to focus on promoting the new perfume Gaïac Eternel. Since entering the Chinese market five years ago, the brand now has 19 offline brick-and-mortar stores and is present on two mainstream e-commerce platforms, Tmall and JD. L'Oréal stated its luxury fragrance business has seen significant success in 2021, mainly thanks to the growing spending power of Chinese consumers.
In 2017, French cologne brand Atelier Cologne began its full-speed expansion into China after the acquisition by L'Oréal group, and opened its first boutique in Shanghai, China Five years on, the number of the brand's offline brick-and-mortar stores in China has grown to 19.
In 2019, Atelier Cologne entered Tmall to develop online sales channels. The brand then entered Jingdong, a well-known e-commerce platform in China. On the Tmall platform, there are two products with monthly sales of over 1,000 in its official store. On the Jingdong platform, there are 10 products with more than 10,000 reviews in the brand's store.
Recently, the pop-up stores of Atelier Cologne settled in Sanya, Hainan at the same time, and were stationed in Sanya Travel Duty Free City and CFS Sanya International Duty Free Shopping Park respectively.
According to the observation from CHAILEEDO, the two pop-up stores are designed in the shape of a sparkling gift box, and the dreamy starlight table inside the stores is inspired by the brand's signature citrus fragrance elements. To present consumers with a dreamy feeling as if they were in California in summer, the brand designed a fruitful citrus wishing forest around the landscape of the classic holster wall of Atelier Cologne.
Both stores will focus on the newly launched Collection Rare Gaïac Eternel. The fragrance was first launched in China at the end of last year, priced at $160/30ml. It is reported that perfumer Jérôme Epinette made the fragrance inspired by Paraguayan Guaiac wood, and its woody notes are distinguished by the addition of Paraguayan Guaiac wood.
In addition, the stores in Hainan will also exclusively sell two types of glowing shower gels and moisturizing body lotion, namely Orange Sanguine and Oolang Infini.
In fact, in May this year, Atelier Cologne also launched a limited-time summer pop-up store in Nanjing, China.
According to the data provided by the Hainan Provincial Department of Commerce, as of March 27, 2022, BST, the sales of Hainan's duty-free stores exceeded 2.23 billion yuan this year, achieving headwind growth despite COVID-19.
As part of the duty-free product categories, perfumes and cosmetics have been the most purchased products by travelers, CHAILEEDO observed that in the face of China's huge duty-free market, international cosmetics giants such as L'Oreal group and Estee Lauder have also been actively laying out the Hainan duty-free market in various ways in recent years, and opening limited-time pop-up stores are one of the ways.
As the first brand that only focuses on manufacturing fine cologne, Atelier Cologne is famous for its unique concentration technology and long-lasting high concentration of essential oils. At present, the brand has successfully made Orange Sanguine, Oolang Infini. and other fragrances sensational in the Chinese market.
The report released by IResearch shows that in 2020, the global perfume market size is about $60.3 billion, and the Chinese market accounts for only 2.5%, with huge development potential. In recent years, global cosmetic giants such as L'Oreal group, Coty, Shiseido and Puig are also actively promoting their perfume brands in China.
On the 2021 results reference call, Cyril Chapuy, president of L'Oréal Luxe division, emphasized that the luxury fragrance business had achieved remarkable success in the past year, and that the category's "explosive growth" in China was the fundamental reason for the high growth of the category.
He was optimistic about the growth of the luxury fragrance business and expected it to grow at double-digit rates in the coming years. "It has a 'perfect portfolio' of luxury fragrance brands represented by Maison Margiela and Atelier Cologne, which are highly recognized by Chinese consumers", Chapuy added.
The launch of two pop-up stores in Hainan, China, is also an effective way for the brand to reach more Chinese consumers, expand travel retail channels and enhance its brand influence.
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