French cosmeceutical company Nuxe has set its sights on further expansion in travel retail in Mainland China, led by core line Huile Prodigieuse Dry Oil.
Nuxe entered the Chinese domestic market in 2018, initially through an exclusive agreement with Sephora. A partnership with China National Service Corporation (CNSC) later secured its first duty free downtown listings in Zhengzhou and Dalian.
The company has since collaborated with China Duty Free Group (CDFG), Sunrise Duty Free, Lagardère Travel Retail and Dufry (and their local partners) to increase its travel retail presence with points of sale now in Sanya, Beijing, Hangzhou, Chongqing, Haikou and, most recently, in Qingdao. It will enter Beijing Capital International Airport T2 and T3 stores later this year.
Nuxe Global Travel Retail Director Marion Bruimaud commented: “China’s duty free industry is receiving unprecedented policy support from the Chinese government to enhance the attraction of downtown duty free shopping and expand downtown stores.”
She noted the decision to triple the annual offshore duty free allowance in Hainan from 1 July 2020 and the opening up of Hainan’s offshore duty free market to more local and international business entities.
“All this has created huge new opportunities for internationally recognised brands such as Nuxe so we have great ambitions in China, both on the local market and in travel retail channels.
“It is still early days for us in China travel retail, but we have got off to a flying start since first entering the downtown channel last autumn. Our four points of sale in Hainan alone are currently contributing around 64% of total sales of Nuxe products and we are pleased to be working with CNSC, and now also with CDFG, CDF Sunrise, Lagardère and Dufry.”
Bruimaud described Nuxe’s Huile Prodigieuse Dry Oil as the “bedrock” of the brand’s business in China, while also highlighting the honey-formulated Reve de Miel range.
“It is definitely an exciting time for us; the Chinese consumer is clearly excited by the Nuxe range of products. Like so many international brands new to this market, we are investing in resource, the right product mix and dedicated POS to fully engage with this significant new customer base that expects and demands the best that we can offer.”
