The Chinese brand Florasis has just signed an agreement with DFS, a LVMH group subsidiary, to develop travel retail. Florasis products can now be found at La Samaritaine in Paris, the first department stores' (belonging to the LVMH group) targeted by the Chinese company to open its distribution network on the Old Continent.
Imperial China and its marvels, Mongolian meadows, the delicacy of flowers - these are all evocative images that the Florasis brand wants to highlight in its communications to appeal to the European market. It is the first C-beauty (Chinese beauty) cosmetics company to collaborate with DFS, a partnership that is being concluded at the same time as the celebrations of 60 years of Franco-Chinese relations.
Founded in 2017 in Hangzhou, in the wake of the ‘Guochao’ trend (a movement that celebrates traditional Chinese culture in several areas and encourages consumption of products from local traditions), the company highlights products based on flowers and natural essences, whose formulas refer to traditional Asian medicine.
Florasis began to see its sales grow exponentially in 2019. This year, the company's sales—over one billion yuan (€127 million)—enabled it to be ranked among the 10 best-performing cosmetics brands on the TMall platform.
Among the features that make this brand so popular is ‘co-creation with the user’, a marketing strategy that aims to involve the consumer in production through multiple ways of testing the product. The company's target customers are pregnant women: for them, Florasis highlights its alcohol-free, hormone-free formulas that contain no harmful chemical ingredients.
Florasis is not the only Chinese cosmetics group aiming to conquer part of the European market. Last year, the Proya Cosmetics group entered the Old Continent. The Proya brand has become China's leading cosmetics company in twenty years. Hou Jungcheng, the group's founder and main shareholder, has set himself a target of 10 billion yuan in sales by 2024. In the first quarter of 2024, revenue stood at 2.1 billion yuan, up 34% on the same period in 2023.
Ten years ago, Hou Jungcheng opted for a digital strategy centred on e-commerce, communication via the best-known influencers, and live streaming. This strategy has paid off. In 2021, Proya's sales will total 4.6 billion euros, 80% of which will come from online sales. In 2020, Hou Jungcheng joined Forbes' list of Chinese billionaires, with a fortune valued at $1.2 billion. Since the agreement signed with DFS, it is now Florasis' turn to compete with European beauty brands.
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