CHINA. 2023 marked a significant step forward in Cellcosmet’s China expansion with the opening of 107 points-of-sale (PoS) in the country. Cellcosmet is owned by Cellap Laboratoire.
Notably, Cellcosmet opened five counters in the travel retail hotspot of Hainan.
These include PoS in GDF Plaza with Hainan Development Holdings; Wangfujing International Duty-Free Harbour City with Wangfujing Duty Free; Hainan Tourism Duty Free Shopping Complex with Hainan Tourism Investment Duty Free Corporation.
These are complemeneted by further PoS with cdf Haikou International Duty Free Shopping Complex and cdf Sanya International Duty Free Shopping Complex with China Duty Free Group.
Hainan is a major strategic focus for Cellcosmet as the Swiss prestige skincare house continues to drive recruitment and build awareness by offering personalised skincare experiences and bespoke beauty services to travellers in the region.
In China, Cellcosmet is now present in luxury department store SKP-S in Beijing, Xi’an, Chengdu and the DT51 department store in Beijing. According to the brand, this partnership is critical for promoting its luxury credentials in those key Chinese cities. By showcasing its strength in the Chinese market, Cellcosmet seeks to attract other luxury retailers globally.
To further this mission, Cellcosmet has partnered with cosmetics ecommerce company Afiona to reach an expanded customer base in China’s secondary cities where it has a presence across 100 stores.
The reopening of DFS Group’s stores in Hong Kong and Macau marks a crucial step in building the Swiss brand’s presence in the channel and is expected to contribute to a substantial portion of its sales. These include the T Galleria by DFS stores in Macau City of Dreams, Galaxy Macau and Shoppes at Londoner Macao.
Customer-driven product innovation
In April, Swiss prestige beauty brand Cellcosmet introduced three products dedicated to bodycare: the Cellular Body Gel-Cream, along with revamped versions of CellBust and Hand Cream.
The Cellular Body Gel-Cream draws on the scientific expertise of its research & development team and is made with a texture designed for ultra-fast absorption. The Gel-cream’s formula uses the latest technology in skin revitalisation and has been infused with the brand’s exclusive ingredients: CytoPep Cellular Extract and Postbiotic complex.
The two key ingredients improve skin firmness and elasticity while delivering long-lasting moisture.
In September, Cellcosmet released CellLift Lotion, an innovative cellular essence which boasts a higher concentration of CytoPep Cellular Extract. It also features Expert Elasto-Collagen Collagen, Ginseng extracts, Royal Jelly and Aloe Ferox, which boost firmness and radiance. Inspired by Cellcosmet cellular spa treatments, the essence sets itself apart from other serums in the market and was created in direct response to customer demand for a serum product in the Cellcosmet portfolio.
A strong presence in Chinese social media
In the summer, Cellcosmet teamed up with Chinese KOLs Teresa, Taoran, Duofu Qian and Lailili for a series of livestreams.
At 60 years old, Teresa is one of China’s top livestreamers and boasts radiant and youthful skin. During her livestream, Teresa shared that she has been using Cellcosmet for over 30 years generating positive sales for the Cellcosmet Precious Mask, UltraCell Intensive, and Active Tonic.
Taoran, Duofu Qian and Lailili also generated impressive sales results for their respective livestreams, the brand owner said. The Taoran livestream reached 145,000 viewers.
As a testament to its growing popularity on Chinese social media, Cellcosmet’s Precious Mask was selected among the ‘100 Beauty Essentials of 2023’ on Chinese TikTok. The skin-nourishing and radiance-boosting gel-cream mask featured in the top 30 skincare products, highlighting the quality and appeal of Cellcosmet’s products.
A partnership with Wangfujing Mandarin Oriental Hotel
To reach Chinese travellers at all points of their journey, Cellcosmet entered into a strategic partnership with the Mandarin Oriental Wangfujing Hotel in Beijing.
Cellcosmet is offering a co-branded afternoon tea experience to hotel guests, where diners can receive an exclusive Cellcosmet gift. The brand is also treating hotel guests to an exclusive selection of Cellcosmet facial care products in their rooms.
The partnership underlines Cellcosmet’s mission to offer “unparalleled luxury skincare experiences” as it continues to expand its presence and grow brand equity in China. ✈
