Procter & Gamble's Daily Brand Turns to China's High-end Skin Care Market

Procter & Gamble's Daily Brand Turns to China's High-end Skin Care Market

Yesterday, Procter & Gamble (China) Co., Ltd. will open its first high-end skin care brand illume (inamerican) image store in Beijing around April 20. P & G will use illume and SK-II to attack China's high-end cosmetics market.

According to reports, Illume is a newly-created high-end makeup brand under P&G, and it is considered as the “sister” version of SK-II. Like SK-II, Illume started from Japan. After the hot sales in the Japanese market, P&G hopes to replicate its successful experience in China. Previously, Procter & Gamble's only brand in the high-end cosmetics market was SK-II. In the face of an increasingly large and high-end cosmetics market in mainland China, a brand is clearly too weak.

It is reported that since 2004, Procter & Gamble has been planning to introduce high-end brands to support SK-II. After preparation and marketing publicity, Illume finally appeared on the 20th of this month.

People in the industry believe that the Japanese giant P&G has shown signs of shifting the focus of China's business from the daily decline in profitability to higher-margin skin care cosmetics, while its biggest rival in China has changed from Unilever to L'Oréal and Estee Lauder. .

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