Women’s Wear Daily
04.24.2014
beauty-features
beauty-features

Hong Kong Market Comes of Age

Beauty is showing its true colors here. Walking down a street in Hong Kong just a decade ago, it was rare to spot women wearing foundation or nail polish. Now though, it's hard to find a bevy of better-groomed denizens anywhere.

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In all, L'Oréal runs more than 60 stores in the city. Two months ago, with the unveiling of the Elements mall, L'Oréal — which has been in Hong Kong for 25 years and China for 10 — inaugurated six branded stores, including the first Helena Rubinstein door worldwide.

While it is not L'Oréal's intent to be a retailer (Stephen Mosely, president and managing director of L'Oréal Hong Kong, said the company would "much rather work with retail partners if we can"), such stores in a market like Hong Kong allow the company to express a brand fully.

"We're following the development of the environment," Mosely said.

It's an exciting one in Hong Kong, where the consumer's appetite for beauty keeps growing.

"We see emerging segments that probably didn't exist a few years ago," said Mosely, ticking off the men's and sun care markets, plus the dermo-cosmetics segment, among others. "We think the trends will continue driving the market."
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