TOM FORD has performed well in the Chinese market over the past few years with lipstick and perfume products continuing to be popular among Chinese consumers. In August 2020, the largest beauty boutique of TOM FORD in the world officially landed in Guangzhou, China, which is currently the brand's largest beauty boutique in the world. In the industry of makeup, TF can be said so famous that everyone knows. As a leading brand in the makeup industry, TF has gained countless loyal users and fans although it has not been established for a long time, which shows that Tom Ford has its own unique insights on the grasp of cosmetics and the preferences of consumer groups. It is safe to say that every girl wants to own a TF lipstick or lip glaze and this is what TF has captured the most crucial point for Chinese consumers - the edgy design that appeals to women. For lipsticks, the two most important factors are the color of the lipstick and the shape of its design. Keeping these two important elements in mind, Tom Ford has developed the lipstick shades to the extreme. They create a lot of different colors for consumers to choose from. At the same time, he has designed the appearance of lipsticks in a unique way in order to further capture the hearts of young girls with different collections of lipsticks matching different packaging designs. In 2014, Tom Ford launched a series of limited edition lipsticks called "Lips&Boys", a set of 50. Each shade of them is unique and named after a boy. Tom Ford said these 50 boys matter in his life and he understands the subtle psychology of women. Then it follows up with 25 lipsticks such as Collin and Holden, which became permanent shades. On Chinese social media, the collection is known as "The Charming Who Can't Get It". It is updated every year, making women going after it. In July 2015, Estee Lauder Group officially introduced Tom Ford Makeup to the Chinese market. Tom Ford first created cosmetics products in 2005 and made a major entry into the segment in 2012 with a full suite of makeup and skin care products. First counter of Tom Ford Makeup in China was opened in Beijing with a product line that includes makeup, skincare and fragrances. Tom Ford enjoys much higher price compared with other international brand and only opened counters in high-end mall in first-tier city in China. In the most people’s perspective, Tom Ford is an international brand that is not easy to get. Before that, Tom Ford didn't even have an official website in China. Under the brand development law of "China enjoys the main market worldwide and e-commerce is the mainstream in China", it has become inevitable for international beauty brands to develop e-commerce channels in China. On April 25, 2019, TOM FORD Beauty Tmall flagship store was grandly launched and it opened an era of luxury beauty. To help with its entry into Tmall, the brand joining hands with Tmall to win the high luxury beauty market has brought exclusive limited edition and premiere products especially for Chinese consumers. It is reported that for the opening of the Tmall flagship store, the brand has also launched a limited edition product gift box as well as a lipstick with exclusive custom packaging specifically for the Chinese market priority for sale in the online store. In addition, the hot-selling products of TOM FORD from the past few years, such as lipstick and private series fragrances, will also be available in the Tmall flagship store. It entered China in 2015 and opened its flagship store in 2019. Why would this brand choose to open a flagship store in Tmall at this time point after 4 years in China? Some Chinese cosmetics industry analysts point to the success stories of major international beauty brands in Tmall as the biggest driving factor. In the past year, high-end international brands such as YSL, Armani and Givenchy led the beauty group in terms of revenue and profits. With the rise of consumption power in lower tier cities in China, the market in 3-5 tier cities which are difficult for luxury goods to cover before also won huge increments because of the presence of e-commerce. In its second year in Tmall, TOM FORD's Tmall Super Brand Day officially kicked off on May 11, 2020. The event helped sales of TOM FORD perfume grew by 1000% year-on-year and eye shadow by 160% year-on-year. Both high-end perfume and high-end eye shadow ranked NO.1 in their respective categories on the day of the event. In August 2020, the largest beauty boutique of TOM FORD in the world officially landed in Guangzhou, China, which is currently the brand's largest beauty boutique in the world. In addition, compared to channels such as the online Tmall flagship store, the offline beauty store also has a more complete range of goods. For example, TF launched new products such as Lip Color Sheer series, Shade And Illuminating Foundation engraving service, as well as the brand's newest, most popular and exclusive beauty products available for sale. All of them can all debut in their store. TOM FORD has performed well in the Chinese market over the past few years with lipstick and perfume products continuing to be popular among Chinese consumers. Since 2018, the brand has been making a push into the Chinese market. Its first beauty boutique in China having settled in Shanghai in the same year. The opening of the world's largest beauty boutique in China by Tom Ford will not only further expand the influence of brand in China, but also better meet consumers' diversified needs.

Estee Lauder Group President and CEO Fabrizio Freda revealed at the earnings conference that net sales in mainland China surpassed $1 billion in fiscal 2018 with growth driven by "Generation Z (those born between 1995-2009) who favor premium cosmetics ". More than 40% of new users of ultra-premium brand like La Mer are in their 20s. The birth of the La Mer began with an accident in the laboratory of Dr. Max Huber, who evoked a journey of discovery to repair his face. By day, he was a space physicist. As the night falls, he was a dreamer. With a desire to unlock the power of repair, he set his sights on beloved ocean. After 12 years and 6,000 experiments, the doctor had the epiphany that would benefit him for the rest of his life. He fermented and extracted from deep-sea mega-algae and other pure ingredients to create Miracle Broth™, the soul ingredient and the secret formula for repair of the La Mer, which ultimately transformed his skin. In 1995, Estee Lauder Group acquired La Mer with the aim of making it the most sophisticated luxury brand in the group. In 2004, La Mer officially entered the Chinese market with the support of the Estee Lauder Group. And the La Mer cream, which was priced at $0.21 million a bottle at the time, was ordered out by Chinese consumers in just 2 days when it was first released in a limited edition of 60 bottles. The enthusiasm of Chinese consumers for La Mer has made it more and more daring in the Chinese market. In 2015, La Mer opened a Tmall flagship store. Then a BOUCHERON cooperation limited edition cream was sold exclusively with the price of 14,510.86 U.S. dollars. It was surprised that this batch of overpriced cream not only did not become a "showpiece" but a hot products among Chinese consumers. In addition, its best-selling essence creams and serums were once sold out and also repeatedly made the best-seller list in the beauty and skincare category in the previous Tmall Double Eleven. (Tmall Double Eleven: generally refers to the Tmall Chinese Online Shopping Carnival; Tmall: one of the most popular comprehensive shopping websites in China.) Apparently, the Chinese market has also brought considerable benefits to La Mer and the continued growth of La Mer has driven the Estée Lauder Group's performance. The financial report showed that in fiscal 2018, La Mer's net sales exceeded $1 billion for the first time, which made it the fourth largest brand in the Estée Lauder Group. Among them, the Chinese market contributed significantly. La Mer has come on the wave of consumer upgrading in the Chinese cosmetics market. With the golden age of international high-end cosmetic brands in China and the fact that young people generally prefer to buy products from international high-end brands and are willing to discuss such expensive brands as La Mer on Chinese social media, La Mer certainly has a natural advantage. Growing demand for high-end beauty from emerging Chinese consumers is a key reason for the continued growth of this market. Estee Lauder Group President and CEO Fabrizio Freda revealed at the earnings conference that net sales in mainland China surpassed $1 billion in fiscal 2018 with growth driven by "Generation Z (those born between 1995-2009) who favor premium cosmetics ". More than 40% of new users of ultra-premium brand like La Mer are in their 20s. Estée Lauder Group also noted growth in the La Mer brand and strong growth in its online e-commerce business in China in its fiscal 2021 first quarter results. In addition, La Mer also achieved double-digit growth being benefit from the demand for premium cosmetics in the Asia Pacific region, mainly in China. Data shows that the new generation of Chinese consumers prefer higher-priced and high-end products with customized services and the presence of anti-aging needs. The fact that La Mer is a global high-end luxury skincare brand has, to some extent, driven sales growth of high-end skincare products under the Estée Lauder Group. Over the years, LA MER has always occupied the leading position of international high-luxury beauty brands in Tmall. In 2020, sales of LA MER exceeded 108 million USD during the Double 11 — Chinese Online Shopping Carnival. In 2020, the turnover of La Mer's "Tmall Super Brand Day" was the second highest single-day turnover in the whole year. In March and June in 2021, La Mer reigned as the NO.1 high-luxury beauty brand. In September 2021, the top skincare brand in the world La Mer once again chose to join hands with Tmall Super Brand Day to deepen the online digital marketing and recreate the legend of high-luxury brand turnover. (Tmall Super Brand Day: a campaign conducted by Tmall in conjunction with its merchants, in which the participating merchants set their own "brand day" for the year.) It is worth noting that La Mer was involved in false advertising in 2018. According to media reports, Chinese make-up blogger "Dr. Da Zui" said he had filed a lawsuit against La Mer in September 2018 because it falsely advertised its non-existent scar-repairing effects to deceive Chinese consumers into buying it. The effects were only advertised in China, which was a serious violation of the relevant provisions of China's advertising law. According to the blogger, there are serious gaps in the wording of the brand on the official websites of La Mer in China, Japan and the US. The Chinese official website creates an image of having a repair-as-usual effect, while the US and Japanese official websites indicate that it only has a soothing and moisturizing effect.

CPB has been in China since 2001. It has been "lukewarm" in China for more than ten years and now it has "known by all people". CPB's marketing and layout in the Chinese market has changed step by step making the Chinese market the main new engine of performance growth. CPB, the French name for Clé de Peau Beauté, which means "the key to beautiful skin", was developed in 1982 for the world's royalty and enjoyed a combination of Japanese high technology and modern French aesthetics. Product development of CPB is based on skin cell. From the first generation of "Cell Management Theory" to "Enzyme Management Theory" to the fifth generation of "Brightening 4C Management Theory", all of them maintain and create ideal skin conditions. CPB skin care products are known for their moisturizing and anti-aging affects and their texture is soft and delicate. In addition to a full line of skincare products, CPB also has a makeup line that includes foundations, eye shadows, lipsticks, blushes, and so on. As one of Shiseido's highest-end cosmetic brands, CPB entered the Chinese market back in 2001. Because lack of brand promotion in the Chinese market, the brand has been rarely seen in other channels over the years except for the counters that can be found in high-end shopping malls in some first-tier cities in China. Although, CPB skincare line products are priced equal to La Mer. But compared to it, CPB has been in China for many years in obscurity. As a high-end brand in Shiseido Group and the cautious nature of Japanese companies, the brand is particularly careful in expanding into the Chinese market. Compared with its rivals in the same level, CPB does not seem to put much effort into brand promotion in Chinese market. In 2012, CPB tapped Zhou Xun as its Asian ambassador to shoot a microfilm "FIND THEKEY" but did not put it in the public visible TV advertising channels thus the impact is also very limited. Then, because of the continued boom of free travel in Japan and the unconscious spread of beauty bloggers on Chinese social networks, CPB finally gained a high level of attention from Chinese consumers boosting its performance by leaps and bounds. In the first half of 2016, CPB increased by as much as 60%, with the Chinese market contributing 15% of revenue. In the next few years, CPB will focus on China marketing and optimizing the operation of the sales stores themselves, according to Xie Ping, head of Shiseido China's high-end cosmetics division. In 2016, CPB had its first cross-border collaboration with Tmall. On July 5, 2017, the brand celebrated the first anniversary of its presence in the event - Tmall Super Brand Day x CPB Skin Key - was officially opened. According to the relevant data, the CPB Tmall Super Brand Day, which was highly popularized by Chinese consumers and fans. The turnover on the day of the event exceeded four times that of last year's opening period and its hot product primer was sold in a short time showing its strength of popularity. (Tmall Super Brand Day: an event conducted by Tmall in conjunction with its resident merchants, where participating merchants set their own "brand day" for the year.) In September 2018, CPB officially announced Zhang Ziyi as its global brand ambassador. It is reported that this is the first time that CPB has applied a Chinese person as a global brand ambassador, which is evidently showed the brand's importance to the Chinese market. On May 13, 2020, CPB, together with Tmall, launched the fourth Tmall Super Brand Day with "Exquisite and Luxury", bringing a new brand experience and a new style of exquisite skincare to young people in China who focus on beauty and fashion and creating a new live broadcast matrix exclusive to the brand. During the Super Brand Day event, CPB launched its first offline BA live broadcast, which was also the first time the brand operated a Tmall live broadcast. The broadcast enjoyed a total of 133 hours and over 830,000 views. This event is the fourth in-depth cooperation between CPB and Tmall Super Brand Day. Since the CPB brand entered Tmall in 2016, Super Brand Day each year has become a skincare carnival feast for brand consumers. Supported by the new campaign of the live broadcast matrix and brand pre-sales in the form of multiple offers, sales on the event day for 13 hours exceeded the full-day turnover of the 2019 Tmall Super Brand Day, with a year-on-year increase of more than 55%. CPB Crystal Empowering Essence sold more than 15,000+ bottles, ranking first in the facial essence category on the day. At the same time, CPB launched its new Radiance Empowering Series, accounting for 60% of sales in the Tmall Super Brand Day event. CPB has been in China since 2001. It has been "lukewarm" in China for more than ten years and now it has "known by all people". The market strategy of brand has gone from "cautious" to inviting the famous Chinese movie star Zhang Ziyi as the global brand ambassador expanding the brand's popularity in China. The brand has expanded its popularity in China from the beginning, only a small number of high-end shopping malls in China can see counters, to today, the brand is settled in Tmall enjoying products delivered to your home at any time. CPB's marketing and layout in the Chinese market has changed step by step making the Chinese market the main new engine of performance growth. And during the promotional campaign on November 11st in Tmall, CPB will be rewarded. During the same campaign in 2020, CPB's sales in 28 minutes exceeded the entire same campaign last year. During Super Brand Day in 2020, CPB topped the beauty sales ranking / high-end ranking NO.1 and brand influence has fully upgraded.

In the history of Valentino, this is the first time to introduce a full line of beauty collection. It is foreseeable that this high-fashion beauty brand originated from Italy will keep shining in China and global market. Founded in 1960, Valentino is a high-fashion luxury brand from Italy. In 1978, the first fragrance products were launched. Since 2003, its fragrance and luxury beauty businesses had been produced and developed by Unilever and Procter & Gamble, respectively and Spanish beauty giant Puig. In 2019, L'Oréal officially took over the management of Valentino from Puig and rebranded it as Valentino Beauty. At the end of 2019, the L'Oréal Group launched its first Valentino perfume --Voce Viva. On July 15, 2021, L'Oréal Group unveiled the official launch of its high-fashion brand Valentino Beauty on its Tmall flagship store in Shanghai. This marks that Valentino Beauty officially launched into the Chinese market. "Valentino Beauty is a new shining jewel among the crown of L'Oréal Group. The birth of this brand will further strengthen L'Oréal's premium cosmetics footprint and will inject new vitality into the innovation and upgrade of the global beauty market." Ma Xiaoyu, Vice President and General Manager of L'Oréal China's Premium Cosmetics Division, has said, "In recent years, Chinese premium cosmetics market has grown rapidly and Chinese consumers have moved from a single consideration of price to a multifaceted demand of product efficacy, brand value and the pursuit of personalized experiences. Valentino Beauty will further improved the L'Oréal premium cosmetics brand matrix and consolidated L'Oréal's leading position as the number one premium cosmetics group in China." According to Valentino Beauty director Xu Haiyan, "The current high-fashion gene and customized beauty experience is a trend that consumers admire. Valentino Beauty inherits Valentino's aesthetic concept and high definition. The brand follows the concept of 'free color, self style, free high definition'. Every detail is perfected by Pier Paolo Piccioli." Valentino Beauty has landed in the Chinese market and will launch a full range of 16 product lines in foundation, lip makeup and eye makeup containing 182 products. Xu Haiyan said, "Every single product of Valentino Beauty is infused with elements loved by artists. For example, one type in lip makeup with pearl shine can create a more shining lip makeup effect. Meanwhile, the packaging design allows consumers to customize their own beauty by matching it to different scenarios. In terms of detail design, Valentino Beauty is also unique. At the scene, Qeyes saw that many of its products appliy studs, feathers, satin, Capital V and other brand elements that consumers are familiar with." For the official entry into the Chinese market, Valentino Beauty can be said to have great sincerity. Xu Haiyan said, "Red is the representative color. The color is not only symbol of Valentino Beauty with its bold interpretation and free color but also the most representative color in Chinese culture. Valentino Beauty has extended this red color in both product color and set design. While ensuring that the original color of high-end fashion is not lost, the color gradient of Chinese red is fully integrated to better meet the aesthetic preferences of Chinese consumers." She further introduced, "Not only in terms of color but also in terms of appearance, design elements, materials and texture, Valentino Beauty has fully considered the aesthetics and skin type of Chinese and Asian consumers. It was launched after three years of collaborative research, development and testing by the Chinese team and the product development department at headquarters can be said to be customize-made for Chinese consumers." It is understood that the Chinese market has always been one of Valentino's important territories. Valentino has held fashion shows in China one after another since the 1990s. Valentino also marks the Chinese market as prior to the full range of beauty products of brand in Asia. At present, Valentino Beauty Tmall flagship store has a total of 56 SKUs including lipstick, eyeshadow, air cushion foundation, perfume and other categories with products priced from $45.44 to $425.44. Among them, the best-selling product "Air Cushion Foundation" has been sold to more than 1,500 people and is priced at $65.81. On September 28th, Valentino Beauty first offline flagship store in China was officially opened in Shanghai. The flagship store features a full range of Valentino Beauty products including foundation, eye makeup, lip makeup and perfume. The store perfectly illustrates Valentino Beauty vision of "free color, self style and free high definition". In the history of Valentino, this is the first time to introduce a full line of beauty collection, which can be said to be the highlight moment of Valentino. With the unique color and style, as well as the profound insight and fine layout of the market, it is foreseeable that this high-fashion beauty brand originated from Italy will keep shining in China and global market.

In the skincare sector, the differentiated segmentation of the category create successfully so that a deep imprint of “category” or “brand” in the minds of consumers. To a certain extent, the brand directly promoted as a synonym for the category. Pioneer of Sake Lees Mask POLA DAILY COSME is a typical example. The origin of Sake Lees Mask can be traced back to 1975 when Japanese scientists visiting a brewery discovered by chance that the sake lees produced by natural fermentation during the brewing process can produce whitening and anti-aging ingredients on human skin. Between 2015 and 2016, some Japanese bloggers began to make their own sake lees to apply to their faces at home. At the same time, some Japanese various TV shows have also mentioned this skin care method. However, homemade sake lees takes a long time and the process is cumbersome for the average consumer. Thus "sake lees applies face" has not formed a skin care trend in the market. In 2015, Japanese beauty brand POLA DAILY COSME pioneered the research and development of sake lees skincare. After more than two years, pdc "Sake Lees Mask" was launched in 2017 and put into the market in February of the same year. It is understood that only 4 months after its launch, pdc Sake Lees Mask will be on top of the COSME Awards. Since then, the "first in COSME " has marked as pdc and it is an important point to the brand occupying the consumer market. Its Sake Lees Mask has also become this segment of the well-deserved “originator”. It is reported that the pdc was founded in 1992, which is the Japanese POLA Group's popular line of beauty brands. At present, pdc has a number of series such as Wafood Made, Pure Natural and Liftarna, covering two categories of skin care and color cosmetics. Among them, the sub-category of sake lees belongs to Wafood Made, meaning “Wafood Made Skincare”, advocating the application of edible ingredients to skin care products and highlighting the "natural" and "safe" products. In addition to the star single product Wafood Made Sake Kasu Sake Lees Mask Pack, pdc has launched Wafood Made Sake Kasu Sake Lees Facial Cleanser, Wafood Made Sake Kasu Sake Lees Mask Pack (without clean), Wafood Made Sake Kasu Sake Lees Essence and Wafood Made Sake Kasu Sake Lees Moisturizing Cream one after another. According to data provided by the brand, sales of Wafood Made products have accumulated over 15 million as of April 2020. It is reported that “pdc Co,. Ltd.”, the headquarters of pdc, has adopted an agency-style operation in the market for channel and layout. In addition to its Tokyo headquarters, it has five other branch offices in Sapporo, Sendai-shi, Nagoya, Osaka and Fukuoka-ken of Japan. Its main markets are Japan and China. In fact, pdc opened its overseas flagship store in Tmall International back in July 2017. But its popularity in the Chinese market is not unrelated to Chinese actress Fan Bingbing. From January 2018 to July 2019, Fan Bingbing shared several articles about pdc Wafood Made Sake Kasu Sake Lees Mask on social media platforms. With the celebrity effect, the mask went viral in China. Then the mask sold in Japan's affordable drugstore was snapped up by Chinese agents and even the situation of "one mask is difficult to find, Fan Bingbing herself can not buy" . As the product became popular, pdc is also increasing its marketing. In the Chinese market, pdc gained benefit from the celebrity effect like “same mask as Fan Bingbing” thus it chose to cooperate with more KOLs because of the huge promotion. Driven by the effect of celebrities and KOLs, pdc saw a big explosion in the Chinese market. According to its Tmall overseas store data, the star single product pdc Wafood Made Sake Kasu Sake Lees Mask has accumulated sales of more than 300,000, monthly sales of 10,000 +. Between 2017 to 2020, pdc has created a legend in the skincare industry in China by growing its share of the Chinese market from $313,400 to $0.78 billion, achieving a 250-times increase with Wafood Made Sake Kasu Sake Lees Mask. It became a legendary in the skincare industry in China. In 2021 after 4 years of low-profile, pdc invited popular Chinese idol Fan Chengcheng as its global spokesperson. It had challenge to go from an online internet pop-up products to a household name and popular brand. Seeing the huge potential of the Chinese market, pdc has stepped up its efforts to enter the Chinese market and strengthen the cooperation with Taobao, Tmall and other e-commerce platforms. It also expanded its offline channels, mainly including CS channels and KA channels. So far, pdc made a determination to increase the extend of the Chinese market.

"To extend the Chinese market, we are constantly developing new concepts which will follow the process of the research on Chinese market." Lev, the founder of the Fresh, said. The story of Fresh began in community retail store and has grown into a globally renowned lifestyle brand with a full range of skin care, lip care, body and fragrance products that are unique to the sensory experience. Its special textures and pleasant aromas touch the senses and products are scientifically proven to be highly effective. Fresh are acclaimed for their combination of efficacy and pleasure. In 1991, Mr. Lev Glazman and Ms. Alina Roytberg created an artful soap that gave birth to the classic brand of Fresh. For three decades, Fresh has remained to its original vision. It draws inspiration from time-honored beauty wisdom, travels the world to find the natural ingredients used in them and uses modern science as a foundation to transform seemingly mundane natural ingredients into effective and enjoyable skin care products. The price of Fresh is not really cheap. But it set an unique characteristic in market because of its unique culture and natural formulas with many consumers willing to pay for it. Certainly it received many offers from beauty giants. After receiving several offers from major conglomerates, the two founders signed an agreement with LVMH in 2000 to sell a majority stake in the company. Supported by the luxury giant LVMH, Fresh not only has access to the capital, management talent and distribution channels needed for market expansion but also enjoys operational autonomy. Today, Fresh products are available worldwide and the product line has been greatly improved to include fragrances, skin care, body care, color cosmetics, hair care and home products, which are available in boutiques and high-end beauty salons. In 2012, Fresh entered China. However, the pace of development of Fresh was not very fast when it first entered China and its marketing strategy was relatively conservative. For the online channel as an instance, Fresh only completed the launch of its official website in China in October 2016. Some industry insiders say that before "omnichannel" became a popular label in the cosmetics industry, high-end beauty brands didn't have much choice. Fresh, for example, has been sold in the boutique in the past to fit its own "natural" concept and high-end identity. But after a certain level of development, it must try to enter the e-commerce channels led by Tmall in order to capture a larger volume of consumer groups and access to a large database support. In February 2017, Fresh settled in Tmall with the its official flagship store. As of October 25, 2021, the official flagship store has 4.25 million followers and 91 SKUs on Tmall with prices ranging from $18.80 to $487.33. Its "Black Tea Firming Overnight Mask" is the highest selling product in the flagship store with monthly sales of 8,000+ and a unit price of $51.71. On September 2, 2020, Fresh celebrated its fourth Fresh Tmall Super Brand Day. On this occasion, the brand joined hands with the Metropolitan Museum of Art, one of the world's top three museums, to create an immersion with the theme of "Art and Nature". On the day of the campaign, Fresh limited edition Kombucha Facial Treatment Essence was sold in a craze, with the sales increasing by 300% in its store compared to the same campaign in previous year. Members also tripled last year with an increase of nearly 200,000. The exposure of the campaign increased by 500%, setting a new record for Fresh's Tmall Super Brand Day in previous years. In July 2021, Fresh announced the opening of its new retail store in the Hainan Tourism Investment Duty Free Mall in downtown Sanya, which is the first retail counter to open outside of Europe with Lagardère Travel Retail. Ji-Un Han, General Manager of Fresh Travel Retail in Asia Pacific, said, "This opening is part of Fresh's continued expansion of the brand in Hainan and marks an exciting opportunity for growth we see in the Chinese market." In August 2021, Fresh entered the TikTok E-commerce and collaborated with TikTok KOLs for a live broadcast on August 18. In that single live broadcast, Fresh achieved a stunning performance of live GMV over $3,948,800 and a cumulative views of over 4,234,600. Lev, the founder of the Fresh, has said in interviews that the brand concerns about expanding distribution and opening up new markets like Asia. For example, the sake collection is inspired by Japan and also caters to the habits of Japanese consumers. In China, on the other hand, the black tea and rose collections are more popular. "To extend the Chinese market, we are constantly developing new concepts which will follow the process of the research on Chinese market." Lev said.

Murad opened its Tmall International overseas flagship store in July 2019. By the end of 2020, the store sale had grown 2.5 times year-on-year, with its star product "Resurgence Retinol Youth Renewal Serum" growing 700% in annual sales. Murad was founded in 1989 by Dr. Murad, an American dermatologist. For 32 years, Murad has been making skin care products that "really effective" and "long-term". Dr. Murad is known to be a Fellow of the American Academy of Dermatology and Clinical Associate Professor at UCLA Hospital. Back in 1972, Murad founded a dermatology practice to address skin problems. As he gained experience, Dr. Murad founded the Murad in 1989 and was dedicated developing clinically tested, non-invasive products that meet consumer demand for safe, effective skin care products. Murad is a household name in functional skincare in the U.S. In July 2018, Murad officially entered China. Qeyes learned through Murad overseas flagship store that the brand currently has 72 SKUs, including the four series of Hydro-Dynamic Ultimate Moisture Series, Environmental Shield, Resurgence Rentinol Youth Renewal Series and Acne Control Clarifying Cleanser, covering serum, cleanser, toning spray, moisturizing repair lotion and other categories. One of the best selling products is the Murad Environmental Shield Vita-C Glycolic Brightening Serum which sells for $235.99. Promote a holistic, scientific skin care program Murad is unique in that the brand does not just consider a single skin condition, but focuses on the overall health of the skin. It is understood that when Dr. Murad founded the brand, it advocated a holistic, scientific skincare program that addresses skin issues in all three directions: external skincare, internal conditioning and a positive mindset. As a professional pharmacist, Dr. Murad has worked in the dermatology clinic for years and has treated over 50,000 patients, which gives him a unique insight into skincare ingredients. Dr. Murad believes that the formulation of skin care products should not focus on the concentration of a single ingredient, but should have integrity and different efficacy of ingredients should be reasonable combination. It is combined with classic potent ingredients through an exclusive patented technology to maximize the effectiveness of the product. Head of Murad China, Melody YU, said, "A good formula can be said to be like a cocktail made by a master, the choice of ingredients and the use of blending techniques can bring the perfect overall taste. Pharmacists of Murad consider the proportion, quality, purity and efficacy of ingredients when formulating, combining the harmonious combination of multiple ingredients with the scientific application of ingredient technology. The application of the ingredients makes them more effective and achieves a 1+1>2 effect. For example, they pair vitamin C with glycolic acid to exfoliate while glycolic acid lowers the pH of the product and vitamin C works more effectively at low pH levels." Leading the way in Vitamin C in the morning, Retinol at night According to the data, the global functional skin care market reached $52.4 billion in 2019, of which the Chinese market reached $11.59 billion, up 9.8% year-on-year. The market is expected to reach $20.276 billion in 2023. One of the most popular approaches to the recent functional skincare market is Vitamin C in the morning, Retinol at night which means using skincare products with VC in the morning and A-alcohol in the evening. The former has brightening and antioxidant properties that fight damage from free radicals and UV to the skin. The latter is a classic anti-aging ingredient that promotes collagen regeneration. "In China, skincare philosophies of consumers have actually been updated, from hyaluronic acid to niacinamide, to the current surge in anti-aging needs. Vitamin C in the morning, Retinol at night become the hot topic of the moment." Melody YU believes that, like the fashion world, skincare trends are constantly changing. This time, thanks to the explosion of A alcohol, it has brought the classic antioxidant ingredient VC popular, which brings better skincare results when used in combination. Products Murad on Vitamin C in the morning, Retinol at night in combination: use Murad Environmental Shield Vita-C Glycolic Brightening Serum in the morning and Murad Resurgence Retinol Youth Renewal Serum in the evening. Murad opened its Tmall International overseas flagship store in July 2019. By the end of 2020, the store sale had grown 2.5 times year-on-year, with its star product "Resurgence Retinol Youth Renewal Serum" growing 700% in annual sales and becoming synonymous with high-end A-alcohol products. "Chinese consumers and KOLs will keep updating their skincare philosophy. The trend of Vitamin C in the morning, Retinol at night will pass. What Murad hopes to do is not to catch up with every trend, but to spend more time on scientific research and consumer research to lead consumers in scientific skincare." Melody YU said. For a long time, Murad has been confident in product development. But in the age of information explosion, the era of "Good wine needs no bush" has passed. Murad said, KOLs and other social platforms and channels will let more consumers understand Murad's different points, brand philosophy and aspirations and establish an emotional connection with consumers through new media in the future.

In the Double 11 - Chinese Shopping Festival- in 2020, Dr. Jart+ pre-sale broke $15 million for the first day ranking as the No. 1 in the imported mask category on same period. The name "Dr. Jart+" means the collision and fusion of "Doctor of Skin Medicine" and "Art of Skincare". The brand has always insisted on combining innovative skincare technology with trendy and connecting meticulous and rigorous science of skincare with passionate skincare art. It is committed to developing and creating products with the aim of healthy and pure beauty of the skin. Founded in 2004, Dr. Jart+ has been growing rapidly not only in Korea but also in the U.S. and European markets. Its outstanding market performance soon caught the attention of international cosmetic giants as well. In 2019, Estee Lauder spent a huge amount of money to acquire Dr. Jart+ parent company and expected Dr. Jart+ sales to reach $500 million that year. Estee Lauder believes that the brand appeals to a variety of consumer groups through a unique combination of skin science and art. It also has received significant attention from younger generations in the U.S. and Asia. Estee Lauder also gives Dr. Jart+ high remarks for its express innovation, ability to extend markets, and distinctive dosage forms. Dr. Jart+, the originator of Toning Light and Vital Hydra Solution, is loved by young consumers and has a strong market position not only in Korea but also in China. Thus it attracts numerous young consumers once it launched it China. The uniqueness packaging of Dr. Jart+ and the safety of its ingredients have also sought after by beauty enthusiasts. Chinese consumers have turned into a loyal audience for the brand. Its single product, Vital Hydra Solution, has become an hot-selling product in the Chinese market. It was snapped up again and again, which has also laid a solid foundation for future development of Dr. Jart+ in China. Initially in the Chinese market, Dr. Jart+ first cultivated its consumer base through channels such as Sephora and Tmall flagship stores. Later in 2016, the brand opened its first brand-independent counter in Shanghai for the Chinese market. Today, there are still many consumers spontaneously promoting Dr. Jart+ products on Chinese social media platforms such as Weibo, TikTok and Xiaohongshu by saying that it is effective. During the Double 11 - Chinese Shopping Festival- in 2019, it saw an excellent performance from Dr. Jart+, with its official Tmall flagship store surpassing $15 million in single-store sales at 21:46:28 on 11 November, successfully establishing the brand as one of the most loved skin care brands in the minds of consumers. In addition, Dr. Jart+ Vital Hydra Solution have also been one of the most popular beauty items on Chinese social media platforms in recent years with selling over 1,400,000 boxes in total on Double 11, which shows its popularity. In the Double 11 in 2020, Dr. Jart+ pre-sale broke $15 million for the first day ranking as the No. 1 in the imported mask category on the same period. The final sales of Dr. Jart+ increased 87% throughout the Double 11 compared to the previous year. And several star products were snapped up, including popular products such as Vital Hydra Solution, Soothing Hydra Solution, V7 Toning Light and the second generation of Cicapair Re-Cover. This is also the first satisfactory performance of Dr. Jart+ after joining Estee Lauder Group. Dr. Jart+ focuses on product efficacy, ingredient safety and artistic design, and enhances consumers' skin care experience from the details. It enhances consumers' skin care experience from the details. It has always spared no effort in creating healthy beauty. We also expect the brand to continue to sprinkle more artistic sparks with Chinese consumers and bring more surprises to everyone.

As a Thai beauty brand with a 33-year history, Mistine innovate product to follow the trend and respond to market conditions. The brand has demonstrated its strong strength in the sunscreen market. Established in 1988, Mistine has been the No.1 selling brand in Thailand for 33 consecutive years and is also the brand used by the Princess of Thailand. In 2016, Mistine entered into China targeting Chinese students aged 18-25, youth in small town and Generation Z. ...... In order to find more young people, Mistine has made frequent moves in marketing such as brand endorsement, celebrity live streaming and KOL promotion. As we all know, one of the best ways for brands to break its fixed barrier, establish efficient communication with young people and create emotional resonance is to use celebrity endorsement. It is especially important to choose a celebrity spokesperson who matches the brand image or philosophy. In this regard, Mistine knows its stuff. In May, the idol group INTO1-Liu Yu was officially announced as its hot spokesperson. In October, it launched Thai popular idol PP KRIT as its energetic spokesman. As a Thai national beauty brand with 33 years of history, Mistine always insists on tropical specialization, discovers and explores beauty with enthusiasm and love. It remains a optimistic mindset with vitality and energy for a multifaceted life. In addition to celebrity endorsements, Mistine's marketing also covers almost all mainstream Chinese social media platforms such as Taobao, Kwai, and TikTok, with 500+ KOLs recommendations across the network and most of the collaborators are top traffic live streamers such as Li Jiaqi. It goes without saying that marketing is just a channel to establish communication with consumers. The core competitive advantage of a brand is always the product from the beginning. In this regard, Mistine also enjoys high-quality products. Not only does the brand maintain its philosophy of "always striving to bring high-quality, cost-effective products to consumers around the world", but it also keeps up with market trends and analysis into consumer needs. For example, demand from Chinese consumers became more and more discerning about SPF for sun protection products in recent years. Big data from Ali shows that Chinese consumers prefer sunscreen products of high SPF, with SPF50 products accounting for 89% of sales volume and sales amount. In terms of PA value, PA+++ products are the most popular. In addition to the competition of SPF, the factors such as refreshing and non-irritating is also a major selling point of sunscreen products. Nowadays, skin care efficacy of sunscreen products has also become a new promotional point for businesses and sunscreens containing specific skin care ingredients are also good to sell. This shows that sunscreen with high SPF and skin care sunscreen become the two mainstream needs in the sunscreen market today. Therefore, Mistine is rapidly upgrading its sunscreen family in 2021. In addition to the original advantages of high protection from sunshine, water and sweat resistance, fast film formation and refreshing skin feel, Mistine's second generation sunscreen family products will fully open the era of skin care and repair. According to Mistine, the newly upgraded Mistine Aqua Base Ultra Protection Facial Cream contains Thai natural herbal ancient recipes and selected from local Thai plants to repair and soothe the skin after sun exposure. The skin can experience the comfort and enjoyment of being close to nature and achieve upgraded nourishment. The other star product, Mistine Aqua Base Ultra Protection Sunscreen Body Lotion, contains a new addition of laboratory-grade moisturizing ingredients vitamin B5 and plant soothing essence ingredients Thai white lotus. It creatively applies of ectoin in the sunscreen to synergistic effect and achieve the upgrade of moisturizing protection, effective prevention of sun-dry skin sunburn with more hydrating and soothing. Not only is the material body upgraded, but the packaging of both of these products has also been upgraded and features an ergonomic design for better ergonomics and ease of use. In addition to upgrading its best-selling star products, Mistine also launched its new Base Essential Care Sunscreen Milk in January this year. Mistine introduced that this product is a triple lab-grade extract of ceramide, red myrrh alcohol and phytosterol to repair and soothe after-sun discomfort. The water-based, oil-free formula gives the skin an essence-grade, watery and clear experience, which is a two-in-one sunscreen and skin care product that greatly meets the advanced needs of urban commuters and lazy people. This shows that Mistine is further increasing the matrix of its product to meet the sun protection needs of consumers in different occasions. It is worth noting that Mistine's high standards and strict requirements for product quality as well as its timely grasp of changing market trends. That has made its sunscreen family of products not only popular with Chinese consumers, but also highly recognized by the market and the industry. In 2017, total sales of Mistine in China exceeded $156 million. In the promotional campaign on June 18th in 2018 618, sales of Mistine Tmall overseas flagship store were 16 times higher than the same campaign in the previous year. On the first day of the sale, Mistine sunscreen ranked No. 1 on the entire network in real time. The store sold a total of 470,000 items and sales exceeded $3.134 million. In 2020, Mistine sunscreen products Matte & Light facial cream in the promotional campaign for Women’s Day in Tmall ranked No. 1 in the category of sunscreen. At the same time, Mistine Aqua Base Ultra Protection Facial Cream also once ranked to the number one product in both list of traffic and transaction in Tmall sunscreen category goods on March 22. In the sunscreen ranking of whole March, Mistine also won the first place in the list. As a Thai beauty brand with a history of 33 years, Mistine has always adhered to the product concepts of "tropical research", "waterproof and sweatproof" and "0 oil skin feeling". The brand continues to innovate its products and flexibly responds to the market environment, which has demonstrated the brand's hardcore strength in the sunscreen market. Mistine is expected to become the leading brand in the Chinese sunscreen market with its continuous efforts.

It's no surprise that Chantecaille paid extraordinary attention on the Chinese market. Since the pandemic, the resilience shown by the Chinese market has made it a bright spot in the earnings reports of many international beauty brands. In August, it was announced that French premium beauty brand Chantecaille had hired US financial services firm Jefferies Group to find a potential deal for it, with P&G, Unilever and several investment houses showing interest in bidding for the deal, which is valued at around $120 million. Founded in 1998, Chantecaille remains a traditional family business to this day. With its founder, Sylvie Chantecaille, boasts more than 30 years of experience in the beauty business and has been favored by the Estée Lauder Group in the 1970s to take the control in developing the Prescriptives. However, with increasing competition in the high-end beauty brad, it is clear that family management is no longer sufficient for the brand's long-term growth. For the rejection of animal testing, Chantecaille didn’t officially enter the Chinese market via Tmall until 2018 and opened an offline channel through Bonnie & Clyde, a high-end beauty collection store owned by agent USHOPAL. Currently, Chantecaille is known for its skincare and color cosmetics with high concentrations of natural herbal extracts and its best-selling product on its Tmall overseas flagship store is a premier with the cost of $125, with the most expensive face cream selling for upwards of $625. Although it has only been in China for three years, Chantecaille is growing increasingly in this emerging beauty market. Si Lewei said with appeal of Chantecaille in China grows over the past five years and China becomes the brand's most important growth engine, it is the perfect time to expand. In August 2018, Chantecaille entered the Chinese market for the first time and opened official sales channels in the form of Tmall overseas flagship store. With the development of new retail, more and more high-end beauty brands focuses on "product + service", not only opens stores online, but also launches offline experience stores in shopping malls has become a trend. The first offline experience store is located in Shanghai to bring better offline scenario and direct sensual experience. Chantecaille said, "We have experienced explosive growth in the last five years and a significant portion of Chinese consumers have fallen in love with us." At the same time, Chantecaille is very optimistic about the future growth opportunities in China and tends to continue to expand the market. Someone also said that sales of Chantecaille are increasing again thanks in part to the rapid growth of the Chinese market. It's no surprise that Chantecaille paid extraordinary attention on the Chinese market. Since the pandemic, the resilience shown by the Chinese market has made it a bright spot in the earnings reports of many international beauty brands. In addition, some large beauty groups such as Shiseido and Beiersdorf have even started to invest more in trying to incubate new brands in China. Although the competition in China's high-end beauty market is not yet as fierce as that in the middle and low-end markets. Chantecaille, which plans to expand its market share, will face high-end brands such as La Mer and HR, which are supported by the resources of large groups and have long been deeply developed in the Chinese market. Chantecaille states in its Tmall overseas flagship store that all skin care products are free of animal ingredients and are never tested on animals. This corporate standard is contrary to the previous relevant Chinese cosmetic testing requirements. But recently there is good news that imported common cosmetics may be exempted from animal testing when entering China. In particular, France has become the first country in the European Union to agree with China on an "animal testing exemption for cosmetics". According to a statement issued by the French Federation of Beauty Companies, French cosmetics manufacturers will be exempt from animal testing when exporting common cosmetics to China through the qualification platform of ANSM. This could provide an advantage for Chantecaille to invest more in China.

If 3CE plans to develop the Chinese market, it is urgent to solve its trademark issue. As a brand from South Korea, 3CE boasts the spirit of innovation and combination of fashion and beauty. With the "trendy spirit" of the fusion of trendy color, brand and experience, 3CE has been loved and sought after by consumers since it entered China two years ago. The brand has also achieved remarkable results with a series of star products that have cause heated debate on social media platforms. On January 11, 2019, South Korean imported makeup brand 3CE of L'Oreal Group, certified as "3CE official", issued an article on its WeChat public account, announcing that the 3CE has officially entered in the Chinese market. It is reported that STYLENANDA means "this is my style". The brand started with clothing and was founded in Korea in 2004. In 2009, the makeup brand 3CE was founded in order to match the overall creation of fashion styling. In 2018, STYLENANDA 3CE joined the L'Oreal Group and 3CE officially entered the Chinese market in 2019. In its first year in the Chinese market, 3CE quickly grew to be the number one independent Japanese and Korean makeup flagship brand on Tmall and has achieved good performance. In January 2019, 3CE entered Tmall and opened its flagship store. It became the No. 1 Korean makeup brand on its first day, with sales of $2,274,100 and sales of its three main products entering the TOP 10. In only 48 days after entering the Chinese market, it turned out to be the No. 1 in the industry in terms of sales. In February 2019, 3CE held a Tmall Super Fan Day campaign, which also broke many records and attracted 580,000 fans on the day. Its first single product, velvet lip tint, sold over 100,000 units on the day and became the number one single product on the network that day. As of October 22, 2021, 3CE official Tmall flagship store has gained over 9.07 million fans and 97 SKUs in total. The highest selling product of 3CE, "Blurring Liquid Lip", has been sold by over 80,000 people while the second highest selling product, "Matte Lipstick Glaze for Autumn and Winter", has also reached 70,000 units. With 14 products selling over 10,000 units a month, 3CE has proven its potential in the Chinese market to the L'Oréal Group. The official opening of 3CE Shanghai flagship store on January 23, 2021 marked another milestone moment for the L'Oréal Group in China with 3CE Shanghai flagship store being the brand's largest flagship store in China. 3CE, a key member of the brand portfolio of L'Oréal Group's Mass Cosmetics Division, has entered the Tmall 1 billion club (equal to approximately $156 million) in two years breaking sales records and holding the top in the color cosmetics category as well as being ranked as the No. 1 international color cosmetics store in the promotional campaign on June 18th in 2020. At the same time, the Shanghai flagship store also reflects the business model of combining offline immersive experience with online social content, which is also another attempt of L'Oreal in the field of entertainment retail and social marketing. 3CE also entered Jingdong with its whole line of products on September 22, 2021 and opened the "3CE Jingdong Self-operated Official Flagship Store" at the same time to carry out online multi-faceted layout of the brand. It's worth mentioning that trademarks have been the biggest pitfall for 3CE encountered in entering China as its trademarks have not been owned by itself. Prior to L'Oreal's entry, the path of 3CE to China was relatively slow and cautious. A Chinese cosmetics company registered the trademark "3 Concept Eyes" first in 2012 and opened hundreds of counters over the years. Because of this, 3CE changed its brand name to 3CE STYLENANDA and changed its global brand logo to differentiate from the Chinese "3 Concept Eyes". In 2020, L'Oréal Group took the domain name registrar of "3ce.cc" to court for infringement of trademark rights and the user of the "3ce.cc" domain name was the same "3 Concept Eyes" that had seized the registered trademark. This means that more than a year after the introduction of the Chinese market, the road of 3CE STYLENANDA to defend its rights has officially begun. In recent years, the integration of online and offline development has become a major trend, especially for the brand who is the new into the Chinese market. International brands urgently need to expand online channels and social media communication in order to capture young consumers. In that way, it leads to offline stores and opens up the online and offline channels. So if 3CE plans to develop the Chinese market, it is urgent to solve its trademark problem.

With a sensitive sense of perfume and perseverance, the founder of Lancôme made his great effort to occupy certain status for his French brand in the global cosmetics market which was then monopolized by American brands. Lancôme was born in France in 1935 and founded by Armand Petitjean. As an international cosmetic brand, Lancôme is involved in various product areas such as skin care, color makeup and perfume and mainly targeted for mature women aged 25-40 with higher education and income levels . With a sensitive sense of perfume and perseverance, the founder of Lancôme made his great effort to occupy certain status for his French brand in the global cosmetics market which was then monopolized by American brands. Eventually, Lancôme made a terrific record in the history of cosmetics in the world. A rose from an old French castle won extraordinary fame by virtue of its temperament. Lancôme has blossomed for 86 years among the fickle female and in the elusive laws of fashion. Lancôme officially entered China in 1993 and has been in the Chinese market for just over two decades since then. Pacing with the rapid development of the Chinese economy and cosmetics consumption, Lancôme has been invincible in the Chinese market. From 1997 to 2019, performance of this brand in China has increased 400 times in 22 years. In these two decades, Lancôme has also created her own achievements. In 2018, Lancôme took the the top spot in four channels including Chinese department stores, specialty stores, Tmall Beauty and official website leaving its mark on the high-end cosmetics market in China. During Double 11, the promotional campaign on November 11st in 2018, Lancôme became the No. 1 in the Tmall Beauty category. This is the first time that a foreign high-end beauty brand surpassed a popular brand and took the top spot in the sales during the promotional time. (Tmall Beauty: Tmall Beauty is an independent beauty vertical marketplace on the Tmall platform, which is one of the most popular comprehensive shopping sites in China) In 2019, Lancôme sold $1.701 billion in China and annual sales increased by 36.4% to $2.320 billion by 2020. 2020 Within the first two hours during pre-sale of promotional campaign on June 18th in Tmall, turnover of Lancôme exceeded $0.15 billion. As of May 2021, Lancôme has opened 330 directly-managed offline department stores and shopping mall boutiques in 124 cities across 30 provinces and autonomous regions in China with online channels including its official website and Tmall flagship store. In 2018 and 2019, Lancôme Wulin Yintai store won the "No.1 counter in China" and became Lancôme's "No.1 counter in the world" in 2020. During October 21-November 1 in 2020, Lancôme L'Absolu Rouge Intimatte Matte Veil Lipstick and other single products have sold more than 10,000 units. In 2020, the star product Tonique Confort was sold nearly 100,000 bottles more than four times in 2019. On October 1 in 2020, Lancôme opened its first flagship store in China and Asia Pacific in Beijing, China. As far as we know, Lancôme has only two offline flagship stores in the world, one in Paris, France and the other one in Beijing, China. The Lancôme China flagship store covers an area of 320 square meters combining Chinese and Western design elements with the French palace and the inner court of a Beijing courtyard. The best-selling products and the most popular new products in both skincare and color cosmetics are sold in Lancôme China flagship store. As a high-end cosmetic brand under L'Oréal, Lancôme chose to open its second global flagship store in the Chinese market, which representing an important step in its expansion into the Chinese offline market. The person in charge of Lancôme's flagship store in China said that the sales of Chinese market ranks first among Lancôme's global sales regions and the opening of this flagship store is also intended to further meet the needs of Chinese consumers.