Luxury Fashion Brands’ Cosmetics are a Big Hit in China! How can this help you?
Why Are Luxury Fashion Brands Capturing China’s Makeup Market?
The popularity of fashion brands’ cosmetics lines in China skyrocketed in 2017 as Chinese female consumers increased spending on luxury beauty products.
China’s Beauty KOL (Key Opinion Leaders) have a lot of power with their fans. One post from them could send their fans into a buying frenzy to get “must-have” beauty items. Their power on China’s social media platforms are important for the luxury brand. That’s why China’s top KOLs can get paid USD150,000 for just ONE post to promote a brand/product.
So what do they like? Tom Ford’s fabulous Eye & Cheek Palette, Chanel’s Le Blush Crème De Chanel, Yves Saint Laurent’s (YSL) Touche Eclat Blur Perfector and Christian Dior’s Addict Lipstick, are some of their favourites.
You see, luxury fashion brands’ beauty products are an easy entry point into the luxury world. Not many Chinese women can afford to buy a luxury handbag, jacket or dress that cost thousands of dollars.
However, buying a lipstick, compact or blusher, is achievable.
Buying a lipstick from a LUXURY brand can make a Chinese female consumer feel special. She’s not using just any product. She’s using a luxury beauty product. Once they get ADDICTED to the “rich texture” of luxury products, they will want MORE. Much more.
What Chinese women are looking for — is the LUXURY EXPERIENCE. Smart luxury brands understand this very well.
Chinese women want to feel special. They’ve paid USD50 for a Dior lipstick instead of a cheaper Chinese beauty brand. Even if the Chinese product was of a similar price range, they would prefer to buy the luxury fashion brand. They want to show their friends that they are using the “must-have” luxury beauty products.
REPUTATION IS EVERYTHING in the Luxury World
Reputation is very important. That’s where luxury fashion brand’s reputation comes in. You would expect THE BEST from LVMH (Louis Vuitton), Prada or YSL because they’re very expensive. You want to make sure that you get your money’s worth.
When there is a scandal with a luxury brand, it could seriously damage their reputation. Protecting their reputation is important. It’s guaranteed that they use the best ingredients. They wouldn’t dream of using cheap or inferior ingredients in their products. Lipsticks must be long-lasting. Eyeshadows have great texture and ease in application.
They choose very carefully the best celebrity to become their Brand Ambassador.
Take a look into a Chinese makeup tutorial …
This perception of luxury and quality is embodied in the brand.
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Do you use any luxury fashion cosmetic brand? Which one?
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