CHINA. French-Japanese prestige skincare house EviDenS de Beauté has opened two counters at Shanghai Pudong International Airport.
The counters, launched in partnership with Amberich International (HK) and cdf Sunrise Duty Free, represent a milestone for the brand as it accelerates its expansion in China travel retail.
According to EviDenS de Beauté, the counters in Terminals 1 and 2 enable it to reach high-value Chinese consumers in Shanghai and the surrounding Zhejiang and Jiangsu provinces; demographics central to its long-term growth plans.
The Terminal 1 counter comprises a gondola and backwall, while the Terminal 2 unit is located within the premium skincare zone of Departure Shop A. Both are supported by online retail services.
Styled in the brand’s signature navy and gold colour palette, the counters immerse travellers in the EviDenS de Beauté skincare philosophy of Kaizen which means ‘change for the better’. The counters present the brand’s full anti-ageing range including formulations that cater to sensitive skin.
The shopping experience is anchored in the brand’s Art of Saho rituals. Derived from the Japanese word for ‘ceremony’, the Saho method is a skincare routine designed to optimise product absorption and efficacy.
The counters showcase EviDenS de Beauté’s latest skincare innovation: the second-generation Special Mask. The mask delivers triple the efficacy of the original which was first launched in 2024.
In addition, several travel retail-exclusive duo sets are available at the counters. The include duo sets of The Special Mask, The Total Shield SPF 50 and The Moisturizing Lotion.
The Shanghai openings also mark the beginning of EviDenS de Beauté’s partnership with cdf Sunrise Duty Free.
EviDenS de Beauté Founder Charles-Edouard Barthes commented: “EviDenS de Beauté has built a strong, loyal, and growing fan base in China and we aim to build on this success in the travel retail sector.
“The new partnership with cdf Sunrise Duty Free, alongside our long-standing collaboration with Amberich International, accelerates this approach with the strategic openings at China’s busiest airport, Shanghai Pudong International Airport, as reported by the Civil Aviation Administration of China in 2024.
“We look forward to engaging travellers from Shanghai, Zhejiang and Jiangsu, and introducing them to the French Art de Vivre and the Japanese philosophy of Kaizen, while offering the unique prestige skincare experience that defines EviDenS de Beauté.”
Amberich International (HK) Managing Director Jason Cao added: “Amberich International is pleased to support EviDenS de Beauté’s continued expansion in China.
“Our collaboration with cdf Sunrise Duty Free represents a significant step forward in strengthening the brand’s visibility in one of the world’s most competitive and exciting beauty markets. We are confident that these new points of sale will open new opportunities for growth and customer engagement.” ✈
