Expanding its reach


  • Style
  • Tuesday, 07 Jan 2014

Exterior of Caudalie’s first store in Asia, located in Hong Kong.

THE first boutique in Asia for Caudalie – located in Hong Kong – is part of the French skincare company’s strategic expansion plan in the region.

Apart from the street level retail shop, the company also set up its regional office in Hong Kong, to oversee the brand’s marketing activities in the region and act as an interface with the Paris headquarters.

Naturally, the brand intends to capitalise on the Chinese cosmetics boom.

“Asia is growing rapidly,” said Caudalie co-founder Mathilde Thomas in a Reuters interview, adding that the region represented only a small part of revenues.

Caudalie has also expanded into the United States with the opening of a spa offering grape-themed cleanses at the Plaza Hotel in New York, where Thomas now lives with husband and co-founder Bertrand Thomas.

According to the same report, the company’s rise hasn’t gone unnoticed.

“We have received expressions of interest from all the big companies, but we are happy to stay independent,” Mathilde was quoted as saying, without naming the companies.

The regional director (Asia Pacific) of Caudalie Hong Kong Ltd, Cecile Ossola, said that Hong Kong was chosen as its third regional office in the world after Paris and New York because of the city’s strategic location in Asia and the ease of hiring cosmetic professionals.

She said, “We have very exciting projects for Asia, so choosing the right anchor point is an important first step.

“Our main challenge is to increase our brand awareness, reach new customers and promote the benefits of our products.

“Hong Kong offers an excellent platform for us to start with all these initiatives in Asia.”

Exterior of Caudalie’s first store in Asia, located in Hong Kong.

She added that a series of anti-ageing products will soon be introduced to Hong Kong to cope with the huge demand for cutting-edge beauty products.

The associate director-general of investment promotion, Andrew Davis, welcomed Caudalie and said, “Beauty and skincare products take up a large share of Hong Kong’s retail industry.

“Although there are new brands joining the market almost every day, customers’ demand for quality skincare and cosmetics remains sufficient enough to accept overseas brands such as Caudalie.

“I believe that the market will continue to thrive and attract newcomers.”

Related story:

Gateway to beauty

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Expanding its reach

   

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