Why French luxury cosmetics need a compelling brand story in China, and non-stop innovation, to feed demand for novelty

The challenge for brands such as L’Oréal, Sephora and L’Occitane is ‘to transform ourselves, at the same time as preserving our French DNA’, a consultant says

Sephora’s China Red is an example of a new phenomenon – a niche range inspired by and created in China not only for Chinese, but also European consumers

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A promotional campaign for Sephora’s China Red collection. French luxury cosmetic brands need constantly to innovate to satisfy Chinese consumers.

Published: 5:00pm, 29 Sep 2019Updated: 8:10pm, 30 Sep 2019

Chinese consumers are buying luxury French beauty products like never before. But it’s not all about irresistible French allure – the demand for non-stop innovation is a game-changer for the likes of L’Oreal, and LVMH-owned Sephora and Guerlain, who must constantly reinvent and create niche products for the Chinese.

A perfect example is the China Red cosmetic range from the Sephora collection, first presented at Luxe Pack Shanghai in April.

Nina Zhong, director of Sephora Collection Asia, says the intense, cherry-red packaged lipsticks, blushes and eye shadows “reinterpret elements of traditional Chinese culture in a modern cosmetic collection”.

“China Red is halfway between East and West, and between tradition and modernity,” says Zhong. “It has been created to resonate with Generation Z Chinese consumers, and marks our determination to be a creative, innovative and high-end brand.”

Items from the Sephora China Red collection.

The importance of being all those things in the China market is great, she adds. “The market is dynamic, but consumers are increasingly demanding. China Red is for us a strategy to connect more with young consumers, and we are the first international beauty brand to reinterpret Chinese cultural heritage in this way.”