Leading Chinese beauty distributor and management firm S’Young International recently celebrated the opening of their new headquarters in Changsha, China by hosting their first-ever Global Brand Festival on April 17 and 18, 2023.

At the Global Brand Festival, international brands from countries across the world such as France and Italy were showcased to guests, which included an audience of more than 300 channel distributors, digital platforms and KOLS (Key Opinion Leaders). The festival aimed to connect with new consumer groups on a deeper level and present an opportunity for international beauty brands to communicate with beauty KOLs, consumers and industry partners.

Customized ceremonies were created for the four brands that were showcased at the event: Evidens De Beauté, Lumene, LORD & BERRY and Pier Augé. Guests were entertained and taken across the globe with stunning immersive presentations and performances that brought the different destinations and brands to life.

The new $200 million campus, which encompasses 180,000 square meters, reflects the growing demand and success of S’Young International and their partner brands. The new space also integrates all of their head office departments into one place—R&D, design, production and logistics. S’Young International specializes in bringing niche international brands to China and they take an integrated approach to focusing on long-term and mutually beneficial partnerships. Some of the international brands that they distribute in China include Johnson & Johnson, Fenty Beauty, and Neutrogena, among others.

“We are delighted that our partner brands have come to S’Young City to commemorate the completion of our new home and our close partnerships,” says Marshall Chen, Co-Founder and CEO of S’Young International. “This brand festival is specially designed to celebrate the success of our partner brands by showcasing their uniqueness and product portfolios with our most prestigious distributors and key opinion leaders here in China. This will help more partners and consumers understand these overseas brands and develop the brands to the fullest magnitude possible here in China.”

At Cosmoprof 2023, S’Young International also presented an exclusive forum on the “Latest Chinese Beauty Market Opportunities and Trends.” The forum focused on three areas:

• How to Build a Cosmetic Brand in Post-Covid China. (Marshall Chen, Fo-Founder and CEO of S’Young International)

• Embracing the Changes in E-Commerce in China. (Kristina Hui, Head of Business Development Tmall, Alibaba—Beauty and Personal Category—UK, DACH, Nordics

• A Case Study of a European Brand’s Partnership with S’Young International X Pier Auge. (Charles Dupont, CEO & Managing Director of Pier Augé}

S’Young International’s CP (China Partner) helps global brands navigate the Chinese market by working in partnership with them to build their positioning and strategies around branding, operations, marketing, retail and supply chain. They are experts in Chinese e-commerce and with their recently launched retail store, SHUIYANGTANG, they also bring a “try-before-you-buy” element, delivering a 360 solution for brands to grow ethically and sustainably in China.

 “While other global markets struggle with reduced consumer spend, China provides a critical new opportunity for overseas beauty brands,” says Chen. “However, brands must be careful not to underestimate how daunting and competitive the Chinese Beauty Market is, which is why S’Young International works closely with their CP brands to build a clear and comprehensive strategy for sustainable growth. Our CP model offers a 360 closed-loop online and offline approach and a complete set of solutions for brands in China and we have a proven track record. We can unlock China for niche brands and develop their businesses for the long-term there, offering scale they cannot find elsewhere and responsible growth to achieve that scale one phase at a time."

For more information about S’Young International, visit their website.

[Photos courtesy of S'Young International]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk