Hermes Launches New Pinky Collection Reaching Chinese Market
- Chaileedo Press
- May 20, 2022
- 3 min read
Hermès launches the Rose Hermès Pinky collection has been officially launched on May 20th in Hermès boutiques and selected sales stores in mainland China and online. Moreover, multiple luxury brands now turning their helm into beauty sectors and putting more investment in the Chinese market.
Following the launch of the Rouge Hermès lip collection, the first chapter of the Hermès beauty department in mainland China last July, Hermès now launches the Rose Hermès Pinky collection, the second chapter of the Hermès beauty. Inspired by the exceptional texture of the Hermès silk scarf and the iconic pink of the vast color palette, the talented team of masters has created eight blush shades in pink rose tones, combining sensual shades with silky smooth textures and brilliance.
Jérôme Touron, Creative Director of Hermès Beauty, says: "'Red' is a definitive and iconic color, while 'pink' interprets a feeling that has just emerged and is fleeting. Rather than being a bold and clear color, it is a dream of color. This range of shades can draw out contours without any rigidity, giving cheeks a luminous glow. With an ever-present, evolving, almost ambiguous haze of beauty, the Rose Hermès blush collection can be transformed into a myriad of beauty possibilities. We can let it blend, halo, and intensify. It is like life itself, revealing all the moving flavors."
The collection includes eight Rose Hermès Silky Blush, two blush brushes, a Pommette blush box and three natural luminous and magnificent lipsticks. This new Rose Hermès blush collection with replaceable cores for long-lasting use also opens a new beauty chapter for Hermès beauty.
The collection has been officially launched on May 20th in Hermès boutiques and selected sales stores in mainland China and online (Hermès China official website hermes.cn and Hermès WeChat Mini Program Store).
Earlier, Hermès Group announced its financial results for the first quarter of 2022, with its perfume and beauty business revenue rising 20% to $126 million. It is worth noting that in March this year, Hermès first released its primer series Plein Air, which mainly contains a powder and 12 shades of skin tone makeup prep.
In fact, in recent years, the luxury brands eyeing the beauty cake are not only Hermes. Before that, Gucci, Burberry, Valentino and many other luxury brands have launched their own makeup products. It was found that lipstick is the first tool for these big brands to "test the waters" of the beauty sector for the makeup products launched by these luxury brands and these brands will keep the price of a single lipstick in the range of $45 to $90.
Less than two months after Hermès entered the beauty market, Gucci also announced its full entry into the beauty market and released its first lipstick collection, which features lipstick colors, textures and packaging that incorporate Gucci's design elements, with 58 products priced at $38 each. However, Gucci stepped into the cosmetics market as early as 2014, when it launched a line of products that included lipsticks, eye shadows and foundations.
Publicly available information showed that Burberry also increased its makeup business as early as 2010 when it launched lipsticks, eye shadows and foundations. In 2021, Burberry launched a new exclusive logo glowing gold limited makeup series including makeup plates, limited lipstick, foundation and mascara, dedicated to creating star makeup products.
In addition, Valentino in 2021 also a high-profile announcement in the Chinese makeup market, the first time in the Chinese market to introduce a full line of beauty collections, including foundation, lipstick, eye shadow, perfume and other full makeup categories, a total of 182 products for Chinese consumers. Currently, Valentino Beauty is not only present in the Tmall flagship store, but has also opened its first offline flagship store in Shanghai, China.
The Chinese market has made a great contribution to the growth of the beauty and fragrance business of various groups.
L'Oréal announced its financial statements for the first quarter of 2022. The Group posted sales of $9.57 billion, up 13.5% year-on-year, with double-digit growth in L'Oréal's Fine Cosmetics Division, Professional Hair Products Division and Active Health Cosmetics Division, while L'Oréal continued to outperform the beauty market average by a wide margin thanks to double-digit growth in mainland China.
Seeing the huge potential of the Chinese market, the luxury beauty brand is vigorously developing the Chinese market.
To date at the end of February, 23 overseas luxury and beauty brands have opened new boutiques in Sanya, Hainan, China, pop-up stores and limited-time brand events in partnership with resorts. These brands include Armani Beauty, CPB, Lancaster and more.
According to Bain's China Luxury Market Report 2021, luxury beauty consumption accounts for a significant proportion of personal luxury consumption in China. This report shows that personal luxury consumption accounts for 95% of sales in Hainan duty-free stores, with over 50% of sales coming from the beauty category.
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