Sephora vigorously supports local high-end beauty brands in China
- Chaileedo Press
- Sep 8, 2022
- 2 min read
Updated: Sep 14, 2022
Chen Bing, General Manager of Sephora Greater China, talks about cosmetic trends in China.
Public information shows that Sephora which belongs to the global luxury giant LVMH, is a world-renowned high-end beauty retailer. According to LVMH's financial report, the select retail department, in which Sephora is located, rose 30% to 6.6 billion euros ($6.589 billion) in the first half of this year.
CHAILEEDO invited Bing Chen, General Manager of Sephora Greater China, to talk about the future trends of cosmetics in China.
In her opinion, brands that are personalized, highly functional, and sustainable are more likely to be appreciated by Chinese consumers. Meanwhile, Chinese consumers are shifting from a focus on branding to a more holistic approach to products, with high-end national brands, hair care, and fragrance categories showing an upward trend.
It is worth noting that Sephora announced the "Want it made in China" Chinese brand luminescence program in June this year, which plans to support 5 local high-end Chinese beauty brands with sales of over 100 million yuan within 3 years. 11 Chinese brands have already joined the program, such as CHA LING, a Chinese and French luxury skincare brand born to protect Yunnan tea forests, and WEI, whose core concept is "herbal wisdom and balance is the beauty".
CHAILEEDO has observed that Sephora has continued to introduce new brands in recent years, such as the clean beauty and skincare brand FARMACY and the American skincare brand for beauty salon line Dermalogica.
According to Bing Chen, emerging brands represent new trends and fads, which are on the rise in the Chinese market, and have novel and high-quality products, but need a lot of omnichannel support in terms of sales strategy, market exposure, and product experience. Therefore, Sephora, for example, has developed a series of programs to help emerging brands go offline, such as the annual authoritative release of Sephora Prestige Beauty White Paper, which further helps emerging brands develop the best market strategy and channel arrangement, etc.
For the future, Bing Chen shares her surviving rules for offline cosmetics stores.
She said Sephora will incubate Chinese trendy brands and new brands, promote digital intelligence innovation, and expand omnichannel arrangements to achieve "we are where the consumers are".
CHAILEEDO has learned that in order to optimize the brand's organizational strength and enhance cross-departmental cooperation, Sephora established a new digital intelligence and innovation team at the beginning of this year to accelerate the transformation of digital intelligence.
It is reported that Sephora has entered 89 cities in the Greater China region and successfully built a seamless offline “beauty power community” through 322 offline stores and a full online e-commerce matrix of 9 platforms. In the future, how to expand and consolidate the channel arrangement and accurately enlarge the selection matrix is the primary challenge for offline beauty retail.
On September 22, the 5th Conference on China’s Cosmetics Trends will be held in Hangzhou, China. CHAILEEDO will be live streaming the entire event, register now to book a live stream: https://www.chaileedo.com/events.
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