Top-brand cosmetics to debut at third CIIE

Huang Yixuan
The world's top five cosmetics group are to launch a number of new products at the consumer products exhibition area of the upcoming third China International Import Expo.
Huang Yixuan

The consumer products exhibition area at the third China International Import Expo will see the top five cosmetics groups launching new products.

The section will cover an exhibition area of over 90,000 square meters, much larger than planned. More than 800 companies will take part, of which over 30 are Global Fortune 500 enterprises and industry leaders. 

According to the China International Import Expo Bureau, special committees have been set up for the daily-use chemicals sector and the sports industry, with the aim of building communication bridges linking government authorities, international organizations, business associations and enterprises.

The committees will help accelerate the development and application of new products, new models, new technologies and new ideas in China, and provide a high-quality, cross-sectoral and all-round experience-sharing platform for overseas enterprises in the country.

Among beauty cosmetics and personal care companies, the top five global cosmetics groups L’Oréal , Unilever, Estée Lauder, Procter & Gamble and Shiseido will all take part in the section. Amorepacific Corporation, Kao Corp and many other beauty and cosmetic industry leaders will bring more than 400 imported brands to the show.

Shiseido Group will bring two new brands to the Chinese market during the third CIIE, including its high-end luxury skincare brand The Ginza, as well as new brand BAUM which listed in Japan in June.

"China is the second biggest market for Shiseido by sales, only after the Japanese market, and is seen as one of our most important markets," said Naoko Hase, head of corporate strategy division at Shiseido China.

"From last year’s CIIE experience, we feel that the Chinese market is open and inclusive. In the future, Shiseido will further introduce more high-end brands and further strengthen our investment in China," she said.

In addition, there will be more than 200 brands in the smart living and home appliances, household goods and furniture sector, including industry leaders as well as some "hidden champions" of subdivided industries such as Panasonic, Samsung, BSH Hausgeräte, Kärcher and Vorwerk.

The fashion trends and apparel sub-section, meanwhile, will bring together fashion giants such as Cie Financiere Richemont SA, Kering, Inditex, Fast Retailing Group, and Tapestry Inc with more than 100 of their haute couture brands as well as casual clothes. Many brands plan to debut their co-branded, customized, limited edition products during the third CIIE.

Richemont from Switzerland is taking part in the expo for the first time this year, bringing its 11 world-famous watch and jewelry brands, including Cartier, Montblanc, Vacheron Constantin and Piaget. Piaget will launch the world’s thinnest mechanical wristwatch in China, which is only 2 millimeters thick.

The third CIIE has set up a special area for sporting goods and competitions in the consumer goods exhibition area, in general covering 7,300 square meters. 

The special zone has attracted international sports event organizers, sports brands and sports technology enterprises, including 25 global leaders in the industry such as Nike, Decathlon, NBA, Asics, Skechers, Yonex, Nintendo Switch, the Asian Electronic Sports Federation, and F1 eSports, of which first-time CIIE exhibitors account for more than 90 percent.

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