CHINA. Fast-growing luxury Chinese fragrance brand melt season will make its debut with DFS Group in Hong Kong on 30 September, opening at the travel retailer’s downtown stores in Canton Road (with an immersive pop-up) and Causeway Bay.
The brand, in which US beauty powerhouse The Estée Lauder Companies invested in late 2023 through its New Incubation Ventures investment arm, described the DFS openings as “a significant step towards establishing a stronger presence in international markets”.
Since launching its first shop in July 2022 on Taiyuan Road in Shanghai, melt season has gradually expanded across China, opening boutiques in major cities including Beijing, Shenzhen, Hangzhou and Nanjing.
Established in Shanghai, melt season blends modern aesthetics with eastern olfactory traditions, creating a harmonious connection between things and nature.
“Duty-free shops are closely linked to travel, making them a crucial touchpoint for reaching our key demographic of cross-border tourists and business travellers,” said melt season founder Lishi Ni. {Main story continues below.}
Life as a flow melt season Founder Lishi Ni draws inspiration from the eastern concept of ‘Flow’, which embraces the natural, fluid unfolding of life. Ni believes that life, like a flowing stream, unfolds effortlessly and that individuals, like plants, should grow in harmony by following their own unique rhythm and pace. This philosophy, along with Ni’s reflections on life and beauty, permeates every aspect of the brand – from the fragrances to the minimalist shop designs. Each melt season boutique is crafted to express the brand’s philosophy and sophistication in multi-dimensional ways, blending scents with sensory experiences, emotions, attitudes and inner strength. Through this approach, the brand creates a contemporary oriental olfactory aesthetic that since launch clearly resonates with consumers. |
“The Asia Pacific region has always been a pivotal market for duty-free sales, particularly in the fragrance and cosmetics sectors. We are excited to leverage Hong Kong’s status as a global economic and trade hub to build brand awareness among international consumers.
“It’s an honour for us to be the first Chinese fragrance brand featured at DFS Hong Kong, showcasing the evolving image of Chinese luxury brands on a global stage.”
“melt season is a unique Chinese fragrance brand with immense potential,” said Eric Xu, Deputy General Manager at Hai Luen Trading Company HK Limited, a member of China Merchants Group which serves as the brand’s travel retail distributor.
“The brand has proved a great success in China and we are delighted to collaborate to achieve the same success in global markets.”
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“We are thrilled to welcome melt season to DFS’s pioneering portfolio for its first and exclusive launch outside of Mainland China,” said DFS Group Senior Vice President of Beauty Amael Blain.
“This milestone partnership further demonstrates DFS’s leadership in the beauty category and as the one-stop destination for artisanal fragrance discoveries.
“melt season’s unique eastern aesthetics and thoughtful approach to scent creation align perfectly with our mission to offer new, exclusive brands that cater to the evolving preferences of our customers.” ✈
