Christian Louboutin Beauty of Puig Officially Announced Chinese Spokesperson
- Chaileedo Press
- Jun 22, 2022
- 3 min read
French beauty brand Christian Louboutin Beauty, a sub-brand of Spanish fashion and fragrance company Puig, has unrelieved Chinese actress Zhao Liying as its Chinese spokesperson.
On June 21, China Standard Time, Christian Louboutin Beauty, a French beauty brand of Puig, officially announced Chinese actress Zhao Liying as the makeup spokesperson. In a video released by the official Sina Weibo account of the brand, Zhao Liying promoted the new product Teint Fétiche le Cushion.
According to the observation from CHAILEEDO, as of 15:00 on June 22, China Standard Time, the tag #Zhao Liying as the makeup spokesperson of Christian Louboutin Beauty has been read more than 150 million times on Sina Weibo, and discussed more than 840,000 times. The reason why this official announcement has such a high level of buzz and discussion is that the famous Chinese actress has a huge fan base.
CHAILEEDO learned that Christian Louboutin Beauty was founded in 2014 and officially signed a global beauty licensing agreement with Puig in 2018. Since then, Puig has been responsible for the design, development and distribution of its beauty product line of the brand.
In 2019, Christian Louboutin Beauty entered the Chinese market under Puig's leadership. According to CHAILEEDO, the brand is currently stationed on two e-commerce platforms, Tmall and JD. Meanwhile, Christian Louboutin Beauty currently has five offline counters in China.
On Tmall, the brand's best-selling product is the Rouge Louboutin Silky Satin (priced at $132), with monthly sales of over 2,000 units. This product is also the brand's best-selling product on JD. It is worth mentioning that Chinese consumers like the lipstick to the "Rolls Royce of lipstick".
In addition to Christian Louboutin Beauty, Puig also owns British perfume brand Penhaligon's, L'Artisan Parfumeur and British makeup brand Charlotte Tilbury, Spanish skincare brand ISDIN and other brands.
In 2017, Puig established a company in China to leverage e-commerce to develop the Chinese market. In recent years, several of the aforementioned beauty brands have become the focus of the group's layout to expand its beauty business in China.
CHAILEEDO notes that betting on the salon fragrance market, opening standalone stores, laying out travel retail channels and investing in Chinese brands are the group's main business strategies in China.
In 2019, two of Puig's salon fragrance brands, Penhaligon's and L'Artisan Parfumeur, entered the Chinese market and currently enjoy a high profile in China. Since the second half of 2021, Puig has opened 18 brand counters in China one after another. Otherwise, last December, Puig opened a multi-brand collection store in Sanya International Duty Free Complex City to showcase and sell the products of Penhaligon's and L'Artisan Parfumeur. Immediately after that, Christian Louboutin Beauty will be officially located in Sanya International Duty Free Complex City in January 2022.
It is worthwhile noting that in September 2021, Chinese fragrance brand Scent Library announced the completion of its Series B funding, which was exclusively invested by Puig. It was reported that the brand will use the funding to accelerate product development and optimize its international supply chain.
"The partnership with Scent Library is a very interesting opportunity to participate in the development of the Chinese fragrance market with a company based in China and led by a local team," Marc Puig, CEO of Puig Group, once said.
Shortly after the investment in Scent Library, the group entered into a partnership with Chinese agency operator Beauty in 2021 to officially open its first head warehouse in China and jointly build an omnichannel smart warehouse supply chain system. It was reported that this move may open a green channel for the brands of Puig to open the Chinese market.
What’s more, Puig announced the group's medium-term development plan to 2025 in late 2020, which highlighted the important position of the Chinese market and digitalization strategy. According to its forecasts, China will account for 25% of its global sales by 2025.
The group's latest financial results also show a significant expansion of Puig's business in China, with revenues tripling from 2020 and a surge of 212%.
The official announcement of the Chinese spokesman, means that Christian Louboutin Beauty will devote greater effort to the layout of the Chinese market. As to whether Puig's ambitions for the Chinese market can be realized as expected, CHALEEDO will wait and see.
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