BAUM Opened China First Concept Store in Shanghai
- Chaileedo Press
- Apr 24, 2023
- 2 min read
Updated: Apr 26, 2023
BAUM, a upscale lifestyle skincare brand under Shiseido, opened its first concept store counter in China at Réel Department Store in Shanghai.
Recently, BAUM, a high-end lifestyle skincare brand under Shiseido, opened its first concept store counter in China at Réel Department Store in Shanghai.
According to public information from Shiseido official website. BAUM was established in 2020 around the theme “coexistence with trees.” To honor nature’s blessings, BAUM uses ingredients extracted from every part of the tree—trunk, skin, leaves, fruit, and roots—in its products. Highlighting the natural power of human beings to become beautiful. Enhancing our skin’s innate potential to preserve itself, regardless of gender or age. Actively pursuing a series of environmental initiatives.
Shiseido pointed that BAUM uses upcycled oak (leftover in the furniture manufacturing process) for its packaging, grows tree saplings in stores and plants them in the BAUM Forest, is an active advocate of product refills, employs bioPET plastics and recycled glass in its glass containers, and sells original eco bags to customers to minimize waste.
A promoter of the message “EVERY TREE, A BEAUTIFUL BEGINNING,” BAUM aims to realize a sustainable society in which trees are preserved for the future by adhering to “coexistence with nature,” a concept which has been valued by the Japanese for millennia.
In October 2021, BAUM brand entered China market with online store in Taobao, offering skin care, hand care, body care and fragrance products. On September 24th 2022, BAUM opened its first China independent counter in Shanghai. BAUM product prices in China range from 240 yuan ($34.79) to 890 yuan ($129.02).
In addition, BAUM opened its first global duty-free store on December 22, 2022. The store is located in the "Japan Duty Free GINZA" airport-style urban duty-free store on the 8th floor of Mitsukoshi Department Store in Ginza, Tokyo, Japan.
At the 2022 Shiseido Group 150th anniversary event in China, Shiseido stated that it will continue to invest in China, shifting from "investing in China" to "investing China," and the company will continuously launch new brands to expand into new markets for beautiful skin care.
It is worth mentioning that on April 7, Shiseido (China) Investment Co., Ltd. underwent a change in its business registration, with Toshinobu Umetsu replacing Kentaro Fujiwara as the legal representative and new chairman of Shiseido China.
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