The Estee Lauder Companies Has Nine Brands In China With Origins Debut
This article was originally published in The Rose Sheet
Executive Summary
The Estee Lauder Companies debuted its Origins brand in China March 16, bringing its total number of brands to nine in a country of strategic focus and one of the firm's fastest-growing markets, it says
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The Estee Lauder Companies debuted its Origins brand in China March 16, bringing its total number of brands to nine in a country of strategic focus and one of the firm's fastest-growing markets, it says. "Chinese consumers are passionate about skin care and natural ingredients, so Origins will be very relevant to this market," EL's general manager in China, Carol Shen, asserts in company's release. She notes that the central ingredient in A Perfect World - "one of Origins most popular anti-aging collections" - is white tea, "an extremely potent antioxidant which comes from the mountains of the Fujian Province in southeast China." Origins products are available at the Parkson department store in Shanghai, and the firm says it aims to open four more doors in Shanghai and Beijing by June 30. In the interim, the green-focused brand will plant a tree for every product purchased from it's A Perfect World or Make a Difference lines in collaboration with the "Million Forest" initiative led by The Climate Group, United Nations Environment Programme and China Green Foundation to preserve habitat in China's Gansu Province. The firm notes that its "long-standing mission to protect the planet ... [has] made an environmental impact that is equivalent to planting 2,800 acres or 2.2 square kilometers of trees worldwide." Based on 2009 sales, EL holds the top spot in China's department store sector, the company says, noting that its sales in the country grew nearly 30 percent last year. It cites projections that in the next decade the opportunity for personal-care firms in China could rival the size of the beauty market in the U.S. "China is strategically important for our company and we expect that Origins will help fuel our continued expansion here," Executive Chairman William P. Lauder says. Lauder first entered China in 1993 with its Estee Lauder and Clinique brands. The firm opened an R&D center in Shanghai in 2005. - Ryan Nelson ( 1 [email protected] ) |