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

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
Topic |   Beauty

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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.
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