Make Up For Ever Unveils the First Pop-up in China
- Chaileedo Press
- Jun 21, 2022
- 3 min read
Make Up For Ever, a premium makeup brand owned by LVMH, has opened its first pop-up store in Hainan, China, to promote HD Skin Foundation. In the 618 promotion this year, the brand sold $18.9 million on Tmall, achieving an 18.6% year-over-year growth.
A few days ago, Make Up For Ever Travel Retail Asia Pacific partnered with China Duty-Free Group (CDFG) to launch the pop-up store “HD Skin Exploration Journey” at the Sanya International Duty-Free Shopping Complex in Haitang Bay. It was reported that this is the first duty-free pop-up store of the brand in Hainan.
CHAILEEDO observed that the store was officially opened on June 1, China Standard Time and will remain open until June 28. In addition, this event focuses on promoting the brand's new product HD Skin Foundation, which is popularly known in China as the "true-to-skin" foundation.
In fact, foundations have always been the hero products of the brand. Make Up For Ever’s Ultra HD Foundation, launched in 2008, was once the best-selling product of the brand. Over the past three years, 31 of the brand's makeup professionals have worked together to update the formula.
Until this year, Make Up For Ever updated its new product HD Skin Foundation, which is upgraded based on the formula of the former hero product. HD Skin Foundation is described as an ultra-lightweight formula with micro-blurring powder that blurs out imperfections and delivers a true-to-skin effect. Furthermore, the foundation does not contain any animal-derived ingredients. The cap is made of bio-plastic and e the glass bottle is both recycled and recyclable.
In order to let consumers immerse themselves in the pop-up and explore the charm of HD Skin Foundation, Make Up For Ever has set up interactive games, one-on-one makeup consultations and the customization of makeup routines.
The professional makeup services are based on its world-renowned Make Up For Ever Academy. The academy has not only helped Make Up For Ever to gain visibility in the Chinese market, but has also further strengthened its position as a professional make-up brand.
Around 2007, LVMH entered China with Benefit and Make Up For Ever. In the early stage, Make Up For Ever focused on developing offline channels and had 60 counters in China in 2015. Whereafter. the brand officially entered Tmall in 2015, Tik Tok China in 2020, and JD in 2021. As of today, according to CHAILEEDO, the brand has 99 counters in China.
On Tmall, the brand's best-selling product is Ultra-HD Micro-Finishing Loose Powder (priced at $56) which sells more than 6,000 units per month. On JD, there are 21 products of the brand with over 10,000 reviews, all of which are foundation products.
In addition to Make Up For Ever, LVMH also owns Parfums Christian Dior, Guerlain, Parfums Givenchy, Kenzo Parfums, Benefit, Acqua di Parma and Make Up For Ever. Meanwhile, beauty retailer Sephora is also part of LVMH.
LVMH's earnings report for the first quarter of 2022 showed that the revenue of the group reached 18 billion euros, achieving a 29% year-on-year growth. To be more specific, the sales of the LVMH's Perfumes & Cosmetics rose 23 percent to 1.905 billion euros.
CHAILEEDO noted that the group specifically mentioned in the report that brands such as Dior, Guerlain, Givenchy and Make Up For Ever made outstanding contributions to the growth of the beauty business in the first quarter.
Last but not least, it is worth mentioning that the brand's sales on Tmall achieved an 18.6% year-on-year growth to $18.85 million during 618 promotion this year, ranking 11th among all makeup brands. In contrast, Make Up For Ever was the top 17 brand last year.
Subsequently, Qeyes will continue to pay attention to and report on whether Make Up For Ever can keep the momentum in China under the context of the recurring COVID-19.
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