Melissa Juried Kriebel
CHINA. The Estée Lauder Companies (ELC) made a high-profile debut at the second China International Consumer Products Expo [Hainan Expo], which ran from 26-30 July.
ELC brought an ‘immersive beauty journey’ to life at its pavilion, starting with a grand ribbon cutting ceremony. ELC’s striking exhibition presence was sustainably designed and inspired by traditional Chinese architectural elements.
It featured immersive interactive experiences that illustrated the history of the beauty giant and its commitment to Hainan, as well as its long-term investments into the region.
The grand opening ceremony was held on 26 July and was attended by senior members of the CPC Haikou Municipal Committee; ELC Travel Retail China Vice President/General Manager Maggie Wu; China Duty Free Group Vice President Wang Yanguang; ELC China President and CEO Joy Fan; and Deputy Director General of the Department of Commerce of Hainan Province Cheng Yuan.
To mark the occasion, ELC President and Chief Executive Officer Fabrizio Freda addressed visitors via video message. He said: “I am delighted to send my congratulations to the second annual China International Consumer Products Expo in Hainan and very proud that The Estée Lauder Companies is participating in this prestigious event for the first time.
“China is one of the most exciting markets in the world for prestige beauty and our long-term commitment to China remains steadfast and strong. We are particularly excited about the continued growth opportunities in Hainan, a beautiful destination for travellers where our brands can showcase their stories, heritage, and high-quality products.”
Also via video message, ELC Travel Retail Global President Israel Assa added: “The year 2022 marks the debut of The Estée Lauder Companies at CICPE, as well as the 30th anniversary of the company’s travel retail channel business.
“As we look to the future, Hainan is and will remain a strategic market for us, offering a unique opportunity for our brands to share their stories with travellers and we commend the recent policies introduced to further support commerce on the island.”
“We intend to grow our presence in Hainan over the next several years, establishing a new office on the island recruiting local talent to join our team,” Assa continued. “We look forward to continuing our investment in this important island that has become a top tourist destination for local and international travellers.”
ELC brought 13 of its most renowned brands in skincare, makeup and fragrance to the Expo, highlighting how its brands meet the evolving needs of Chinese consumers in Hainan.
Participating brands included Bobbi Brown, Clinique, Darphin, Dr. Jart+, Editions de Parfums Frédéric Malle, Estée Lauder, Jo Malone London, Killian Paris, La Mer, Lab Series, MAC Cosmetics, Origins and Tom Ford Beauty.
ELC President, International Peter Jueptner; ELC Commercial, Travel Retail Worldwide President Javier Simon; and ELC Travel Retail Asia Pacific President Senior Vice President Karen Housman were unable to attend the event in person but sent their best wishes and congratulations to the CICPE organising team and met virtually with key partners throughout the four-day event.
“This year marks the 20th anniversary of The Estée Lauder Companies in China, and the market continues to be a key component of growth for the industry and the company. Prestige beauty in China has a solid consumer base and strong demand, with clear momentum for long-term growth,” said ELC China President and CEO Joy Fan.
She added: “As the largest international market for ELC, we are confident about the potential in China, and our commitment to serving Chinese consumers is unwavering. We will continue to invest in this market and in our people and are confident of our prosperous future ahead.”
ELC Travel Retail China Vice President/General Manager Maggie Wu said: “Over the years, as one of the most popular travel destinations, Hainan has provided abundant resources and opportunities for the thriving development of ELC brands within the travel retail channel.
“We are grateful for the partnership of CICPE, which as an exhibition and trading platform for China’s Hainan Free Trade Port, offers unparalleled opportunities for all parties to enrich and consolidate partnerships while supporting growth in Hainan.”
ELC welcomed media partners, KOLs and customers into its vast world of beauty. Visitors to the ELC pavilion were able to sample hero products from the beauty giant’s diverse portfolio, supported by on-site beauty advisors. A 360-degree mirror room was a key feature of the pavilion and immersed visitors into the worlds of ELC’s different brands.
“The future is bright in Hainan,” added Assa, during his address. “ELC is confident that, in collaboration with our key partners on the island, we will only continue to elevate this amazing island destination and achieve great things together. We look forward to bringing the best of ELC to Hainan for many years to come.”
Head of the United Front Work Department of the CPC Hainan Provincial Committee Miao Yanhong also delivered a speech during the ribbon cutting ceremony.
She said: “On behalf of the Hainan government, I wish The Estée Lauder Companies a great success at the second CICPE and a continuous growth of business in China in the future. I look forward to your further collaboration with Hainan, and Hainan will continue to improve its business environment with a more open attitude, providing convenience and support for companies’ localisation in Hainan.”