The Estée Lauder Companies has unveiled Osiao, described as a new brand developed to meet the unique needs of Asian skin. It was devised and developed at IdeaBank, a division of the BeautyBank organisation within ELC which is dedicated to new brand development, in conjunction with input from key Asia and global colleagues.
The brand will make its debut this month in Hong Kong with Lane Crawford at the Canton Road and Times Square locations. Simultaneously, the brand will be introduced onboard Cathay Pacific Airways, which will offer a tailored selection of products on all its routes.
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The Osiao brand will make its travel retail debut this month onboard Cathay Pacific Airways |
Osiao Vice-President Travel Retailing Worldwide Tancrède Amacker commented: “We are delighted to partner with Cathay Pacific to exclusively share Osiao with their passengers travelling to Hong Kong. Inspired by traditional Chinese medicine and western dermatology, Osiao is a luxury skin care line developed in Asia, for the Asian woman.
“Cathay Pacific passengers will be able to learn more about the brand during their flights and enjoy some of the key products in the collection. The fact that the travel retail channel is chosen to launch a new luxury brand is pretty unique and demonstrates the commitment of The Estee Lauder Companies to make it an even more exclusive channel of distribution.
“Cathay Pacific has been a wonderful partner to us, and I would like to take this opportunity to thank them for their commitment and excitement to be at the start of this new adventure for The Estee Lauder Companies.”
“As a luxury skin care line developed in Asia, for the Asian woman, Osiao delivers on what they have known for centuries: radiant skin glowing from within is beautiful skin,” added Veronique Gabai-Pinsky, Global Brand President, Aramis & Designer Fragrances, BeautyBank and IdeaBank. “We are thrilled to be able to offer her a truly unique and customised line of products that meets her desires.”
The background behind the brand
Work began on creating the Osiao brand five years ago, at The Estée Lauder Companies Asia Innovation Center in Shanghai. Researchers focused on harnessing elements of eastern philosophy and western science, within the field of skin care, skin radiance and the science of skin light.
They conducted extensive studies and in-depth analyses of the skin of thousands of Asian women in China, Hong Kong, Japan and Korea. These studies resulted in a unique understanding of the mechanisms of the skin and how to restore skin’s natural radiance, the brand maintains.
The scientists and dermatologists of The Osiao Asia Skin Institute created a complete protocol for optimum skin analysis: The Osiao Diagnostic Method. This proprietary diagnostic approach accounts for influencing factors both inside the skin and on its surface. It measures a range of parameters related to a woman’s life, health and beauty, including age, lifestyle, environment, stress, fatigue, body condition, skin condition, exercise and diet.
Consequently, specific recommendations can be made according to an individual’s unique Skin Constitutionâ„¢, along with a customised skin care treatment plan, to maximise the skin’s true radiance.
The Osiao collection comprises 19 skus designed for topical application and complementary oral use, including the Inner Radiance Concentrate, a Serum, Inner Radiance Essence Lotion, Inner Radiance Beauty Tablets, plus a line of rejuvenating moisturisers, cleansers and a mask. The recommended retail domestic price points range from HKD350 to HKD1,480.
For more information visit www.osiao.com
