Matching consumers’ expectations
US cosmetics giant, Estée Lauder, has selected the Parkson Department Store in Shanghai to launch the Origins brand in the People’s Republic of China. The cosmetics maker expects to open four more doors in Shanghai and Beijing by June 30, 2010.
Origins is a plant-based line of skin care, makeup and aromatherapy products, which was introduced by The Estée Lauder Companies in 1990 as a high-performance natural skin care, powered by nature and proven by science. Origins’ products are formulated with plants, natural and organic ingredients and 100 percent natural essential oils.
According to the company, the Origins’ natural background should match with current expectations of Chinese consumers. “Chinese consumers are passionate about skin care and natural ingredients, so Origins will be very relevant to this market,” Carol Shen, General Manager of The Estée Lauder Companies in China, said. “In fact, the main ingredient in one of Origins most popular anti-aging collections, called ’A Perfect World,’ is White Tea, an extremely potent antioxidant which comes from the mountains of the Fujian Province in southeast China.”
Importance of the Chinese market
“China is strategically important for our company and we expect that Origins will help fuel our continued expansion here,” commented William P. Lauder, Executive Chairman of The Estée Lauder Companies, who was one of the founders of the Origins’ brand.
Estée Lauder first entered China in 1993 and in 2005, the group opened a research and development centre in Shanghai. China is one of Estée Lauder’s fastest growing markets. In fiscal year 2009, the company’s sales in China grew nearly 30 percent. It is believed that in the next decade, China’s beauty market could rival the size of the market in the United States. Other Estée Lauder Companies’ brands sold in China are Estée Lauder, Clinique, La Mer, MAC, Bobbi Brown, Aramis and the licensed brands Tommy Hilfiger and Donna Karan. The products are sold in upscale department stores and perfumeries in 33 major Chinese cities. The company has also launched e-commerce sites in China for Clinique, Estée Lauder and La Mer.
On the occasion of its debuts in China, Origins has partnered with "Million Forest," a reforestation project organized by The Climate Group, United Nations Environment Programme and China Green Foundation, to help preserve the trees and habitats of the Gansu Province. Origins will plant a tree for every product purchased in China through June 30, 2010, from its "A Perfect World" and "Make a Difference" collections.
The launch of Origins in China was also commemorated by a symbolic tree planting near the Origins counter inside the Parkson Department Store in Shanghai.