FRANCE/HONG KONG. The L’Oréal group is poised to introduce its Yue Sai brand to the travel retail channel. The company’s Scental division will open a 35sq m Yue Sai corner in the newly-renovated DFS Chinachem in Hong Kong in mid-April.
In addition to being the brand’s debut opening in the travel retail channel, it will be the first counter outside China.
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The debut Yue Sai door in travel retail, at DFS Chinachem in Hong Kong | |
L’Oréal purchased the brand from Coty in 2004, and in 2006 implemented a complete brand repositioning. Merchandising and advertising were revamped, and the brand signed up top Chinese model Du Juan as a celebrity spokesperson.
The revamp included a TV campaign promoting the key Vital Essential product, designed to target a younger, modern customer.
The Hong Kong DFS Chinachem counter will include a free-access skincare bar and a make-up service area designed to educate customers about make-up application techniques.
The merchandising will combine contemporary Chinese elements and modern technology, in line with the brand philosophy.
Yue Sai products are said to offer a high-performance beauty routine that combines the science of Chinese medicinal plants and advanced technology, tailored to the unique skin structure of Chinese women at every age.
The travel retail offer will include exclusive sets and a unique Olympic palette.
The Hong Kong debut will be followed by the opening of a Yue Sai corner at the new Beijing Capital International Airport Terminal 3 at the end of April, in time to capitalise on this summer’s Olympic Games.
The openings are designed to bolster the repositioning of Yue Sai as the only international luxury skincare brand that is focused specifically on Chinese skin.
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