CHINA. The signature aquarium associated with the prestigious skincare brand La Mer has arrived in Beijing.
Following the success of Estée Lauder and Clinique, La Mer has become the third Estée Lauder Companies brand to reach China.
A counter at Beijing Scitech Department Store opened in August, and another one is set to open in Hangzhou in September. The company is now firming up details with its retailer partner to open a counter in Shanghai as well.
Estée Lauder Companies Senior Vice President and Regional Head of Asia Pacific Michel Grunberg told The Moodie Report that the group had chosen to bring in the ultra-premium brand as it strives to “continue to strengthen our status in the high-end market sector both around the world and in China”.
He added: “In addition, we also envision further expansion of China’s high-end consumers, spurred by favourable political, social and economic circumstances. Surveys and research showed us that just as they demanded higher living standards, Chinese consumers also have begun to demand high-class brands.”
Under La Mer’s marketing strategy for a new market of a “single product at each counter”, only Crème de La Mer will be available at the Chinese counters.
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