Sisley China Announced a New Spokesperson
- Chaileedo Press
- Jun 13, 2022
- 2 min read
Sisley China announced Chinese singer Liu Yuxin as the spokesperson for Sisley HAIR Rituel, which has brought a lot of heat to it. Sisley HAIR Rituel covers 11 products including shampoo, hair care cream, hair mask, hair care serum, hair care oil and styling spray. Currently, Sisley China is stationed on two e-commerce platforms, Tmall and JD, and has 146 physical stores.
On June 10, Sisley, the famous French cosmetic brand, officially announced that Chinese singer Liu Yuxin was the brand spokesperson of its hair care brand HAIR Rituel.
According to Qeyes' observation, the announcement was released only 8 hours ago, and the related tag on Sina Weibo has already been read more than 170 million times, and also triggered nearly 800,000 people to discuss.
The day before the announcement, Sisley posted a video on Sina Weibo to preview, which only showed the back and body parts of the spokesperson. In the comment on the blog, Liu Yuxin's fans commented enthusiastically.
Along with the official announcement of the spokesperson, the brand also launched a new line Soothing Anti-Dandruff, including the Soothing Anti-Dandruff Shampoo and the Soothing Anti-Dandruff Serum, priced at $82 and $135 respectively, available only on Tmall and the brand's website.
According to CHAILEEDO, the new line range features three main ingredients: Piroctone Ethanolamine Salt, Celery Seed Extract, and Sage Extract, which are effective in balancing the scalp environment, strengthening the scalp barrier, and cleansing the scalp, respectively.
Founded 46 years ago, this high-end beauty brand from France has product lines covering skincare, color cosmetics, fragrances, hair care, body care, and other categories.
According to CHAILEEDO, Sisley has been present in the Chinese market for 16 years and currently has 146 offline stores in China.
In 2016, Sisley entered Tmall, thus officially opening up the online sales channel. Since then, the brand has also been present on the e-commerce platform JD.
According to CHAILEEDO's observation, on the Tmall platform, the brand has 2 products with monthly sales of over 10,000, namely Ecological Compound and Black Rose Skin Infusion Cream.
In addition, the brand's sales in the 2019 Tmall Double Eleven shopping festival exceeded RMB 100 million（15 million dollars）.
As a high-end beauty brand with high prices, Sisley China has been implementing a brand rejuvenation strategy in recent years to proactively reach more young consumers. It is reported that the brand's main consumer group is currently in the 20-25 age group.
The official announcement of a young and influential spokesperson is also part of Sisley’s brand rejuvenation strategy. This will not only allow some of the celebrities' fans to be converted into users of the brand but also enhance its visibility and brand power among young consumers.
According to CHAILEEDO's incomplete statistics, Sisley China has officially announced 13 Chinese celebrities this year.
Otherwise, the spokesperson Liu Yuxin is a young Chinese singer who has 22 million followers on Sina Weibo and is loved and sought after by many young Chinese people. It's worth mentioning that the last beauty brand to cooperate with her was Dior Beauty China.
Only time will say whether the new spokesman can Drive up sales and enhance brand influence.
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