One of the hottest topics today is the global expansion of Chinese brands. In the fashion and lifestyle sectors, we’ve already seen some leading Chinese toy and clothing brands enter Southeast Asian and European markets. One standout example is POP MART, whose overseas revenue in the first half of this year reached 1.35 billion RMB, accounting for nearly 30% of its total. However, Chinese beauty brands have been slower to venture abroad.
In the past two weeks, Luxeplace.com observed two significant steps taken by Chinese beauty and fragrance brands towards global expansion: Florasis and Melt Season.
On September 12, Florasis opened a counter at La Samaritaine, the oldest department store in Paris. It became not only the first Chinese beauty brand to enter the store but also the only Chinese makeup brand currently with a physical presence in Europe.
On September 30, Melt Season will launch an offline counter and immersive pop-up store at DFS (Duty Free Stores) in Hong Kong’s Canton Road and Causeway Bay locations, making it the first Chinese perfume brand to enter DFS.
La Samaritaine
DFS Hong Kong Canton Road Store
Florasis’s counter is located in the beauty section of La Samaritaine, surrounded by numerous international luxury beauty brands. According to Gabby Chen, Florasis’s president of international business, the entry into La Samaritaine was achieved through a partnership with DFS, and they will collaborate exclusively in the French market for one year. This move is part of Florasis’s global strategy to enhance its international influence and reach both overseas tourists and local French consumers.
Florasis’s offerings at La Samaritaine include popular overseas products like the Love Lock Lipstick, Jade Nourishing Loose Powder, Zodiac Highlighting Palette, and Twelve Flower Goddesses Liquid Eyeshadow, as well as culturally inspired collections like the “Mongolian Impression Series.” Additionally, the brand’s “Embroidery Limited Edition” series, co-created with a traditional Suzhou embroidery master, will be available in October.
Florasis adopts a global pricing strategy, with adjustments based on factors like import taxes and exchange rates. The brand has already expanded to over 110 countries and regions, with more than 3.5 million followers on international social media platforms. On the day of its Paris debut, Florasis also collaborated with Hu Bing, global ambassador for London Fashion Week, as the exclusive makeup partner for the opening show of HU BING SELECTS: CONSISTENCE.
Florasis Counter at La Samaritaine
Melt Season’s founder, Ni Lishi, emphasized that duty-free stores are key touchpoints for cross-border tourists and business travelers, and being the first Chinese perfume brand in DFS Hong Kong is a milestone in showcasing the evolution of Chinese luxury brands on the global stage. She added that the Asia-Pacific region is a crucial market for duty-free sales, especially for perfume and beauty brands, and they look forward to leveraging Hong Kong as a global economic and trade hub to build international brand recognition.
Founded in 2020, Melt Season focuses on oriental fragrance with a luxury positioning. In December 2023, it received strategic investment from New Incubation Ventures, the early-stage investment and incubation arm of American beauty giant Estée Lauder. This marks Estée Lauder’s first investment in a Chinese fragrance brand.
It is worth mentioning that both Florasis and Melt Season have chosen to collaborate with DFS, the luxury travel retail arm of French luxury giant LVMH. La Samaritaine, where Florasis opened its counter, also belongs to DFS.
Amael Blain, Senior Vice President of Beauty at DFS, previously expressed admiration for Florasis’s impressive product line and exquisite packaging. La Samaritaine will also host a series of masterclasses at L’Appartement, a member-exclusive area, featuring the brand’s history, products, and elements of Chinese culture that inspire Florasis.
Blain also mentioned plans to introduce Florasis into more DFS locations worldwide.
Before entering Europe, Florasis had already established a presence in Japan, both online and offline: in 2021, the brand joined Amazon Japan, and in 2023, it entered the physical retail space. In February, Florasis launched its first overseas pop-up store in @cosme’s Tokyo flagship store, followed by a pop-up counter in Shinjuku Isetan in August. Additionally, Florasis has set up a warehouse in Osaka to ensure deliveries within three days to Japanese consumers.
According to Florasis’s September 2023 plans, the brand aims to open 50 stores across Asia, North America, and Europe over the next five years.
| Source: Retail in Asia, official press releases
| Image Credit: Brand websites
| Editor: LeZhi
