Fashion roundup: Biotherm, H&M HOME and Mikimoto
European skincare pioneer Biotherm recently announced its collaboration with Tmall Club to grab market share of anti-aging skincare in China with its product Biotherm Life Plankton Elixir.
As China’s skincare market is growing, women are spending more on anti-aging products. The market was worth an estimated US$4 billion in 2019, and is expected to reach US$18.4 billion by 2027.
At the same time, the country’s core consumers are getting younger. According to Tmall data from 2017 to 2019, the average age of online anti-aging shoppers has fallen from 26.1 to 24.3 years old.
Made for young Chinese women, aged between 18 to 28 years, Biotherm New Life Plankton Elixir finds its niche in this market.
Life Plankton Probiotic, the core patented ingredient of Biotherm, is a probiotic element originated from spring water of the Pyrenees in France and developed by the biological fermentation technology Fermogenesis. Combined with vitamin C and hyaluronic acid, the product promises to make skin firmer, lineless and brighter, in a safe and efficient way.
Launched in 2019 in Europe, Life Plankton Elixir has achieved impressive sales across European e-retailers.
The cooperation with Tmall is a big step for the European brand to reach young customers in China.
“Anti-aging is a major part in the female skincare market and awareness of the importance of anti-aging at a young age is becoming more present and contributing to the growth demand for relevant products,” said Frieferike Heine, general manager of Biotherm China, at the launch ceremony.
H&M HOME kicks off this autumn with a celebration of timeless design, mixing classic pieces with seasonal updates for a soft and rustic feel.
It creates a casual look using natural materials, such as stained and carved wood, dark ceramics with irregular glazing, rough weaving and rug-inspired textiles. Its natural tactility is brought out by designs which highlight craftsmanship and a color palette of beiges and browns along with bottle green.
Versatility is highlighted this season and the countryside influences are emphasized by imagery including autumn botanicals like kale and pumpkins and with patterns dominated by patchwork and plaid.
“We are so proud of our timeless classics, and want to celebrate their shapes, design and materials. Each of these pieces is developed with longevity in mind and really do tell their own story,” says Evelina Kravaev Söderberg, head of design and creative at H&M HOME.
The collection’s statement pieces include a sculptural vase and linen bedding. The circular stoneware vase comes in two sizes, and doubles as an eye-catching sculptural decoration, while the linen bedding has been a true H&M HOME classic since the launch back in 2009.
Originator of cultured pearls, Mikimoto recently launched new collections for Chinese Valentine’s Day, which falls on August 25.
The Love Collection features Japanese Akoya pearls, matched with diamonds, pendants, rings and bracelets.
Mikimoto's Jeux de Rubans collection of 18K white gold, Akoya cultured pearls and diamonds highlights fluid and graceful lines inspired by a light, airy ribbon fluttering in the wind.
Mikimoto just marked the grand opening of its Shanghai International Financial Center flagship store with a pop-up exhibition at IFC, displaying some of the brand’s most famed collections and attended by Chinese actress Dilraba, its brand ambassador in Asia, in Mikimoto’s latest high jewellery collection of aquamarine, pearls, diamonds, platinum and tanzanite.