S’Young completes investment in luxury brand Pier Augé and acquires Chinese operation
11 Aug 2022 --- The French luxury brand Pier Augé’s Chinese business was acquired by S’Young Group, which also finalized its investment in the brand. These strategic moves are aimed to strengthen collaboration between international brands.
S’Young has given Pier Augé access to all-dimensional and omnichannel capabilities through its original “CP” cooperation model (China Partner and Couple), enabling the brand to grow within the Chinese market and create a specialized and distinct brand identity.
The “CP” model, which can offer a higher degree of cooperation in equity acquisition, investment, and strategic partnership by the wants and demands of the overseas brand, is strengthened by this investment.
“The desire of our new partner is not only to deploy the brand in their domestic market but also to make Pier Augé a global player,” says Charles Dupont, general manager of Pier Augé.
“We have revised our objectives upwards and this partnership also accelerates our investment plan to conquer main markets before 2026.”
Collaborating for traction in China
Pier Augé is a specialized French luxury skincare company established in 1961. It is a popular brand among well-known celebrities, including former French president Francois Hollande.
The French skincare company severed its partnership with its former distributor in 2020 and chose S’Young as its exclusive partner in China.
S’Young has collaborated with more than 30 international companies in skincare, makeup, fragrance and men’s grooming.S’Young was effective in assisting the brand to rapidly gain traction in the Chinese market within six months. With broad capacities to support foreign brands, S’Young has worked with Pier Augé to construct an official flagship shop with brand characteristics, create product positioning that is by Chinese market trends for beauty and take full advantage of its significant social media influence.
Additionally, S’Young worked with Pier Augé to create a marketing plan for the Chinese sector, which assisted the brand’s long-term growth in China.
S’Young’s moves with international brands
To share the long-term value of China’s market growth with international brands, S’Young aims to develop mutually beneficial and win-win relationships with overseas companies.
S’Young has collaborated with more than 30 international companies in skincare, makeup, personal care, fragrance and men’s grooming.
The cooperative brands include the French cutting-edge laboratory brand Lierac, the Italian cosmetics brand Kiko Milano, the Finnish national skincare brand Lumene as well as the perfume brand Amouage. These brands span across areas in North America, Europe and the Middle East.
Additionally, S’Young and Johnson & Johnson entered into a strategic collaboration in 2019 to fully take over the e-commerce operations of 14 Johnson & Johnson brands in the Chinese market.
While having a perfect and higher-level full-path cooperation model, S’Young offers businesses various and customized ways to collaborate while constantly exploring new markets and reaching new levels of collaboration between international brands and the Chinese market.
Expanding reach to Asia
PersonalCareInsights reported on industry players’ moves to enter the Asian market. Recently, Azelis and ChemSol, one of Malaysia’s leading suppliers of raw materials for the household, personal care, and cosmetics industries, signed a contract under which Azelis will purchase all of the company’s shares.
Azelis will be well-positioned to profit from Malaysia’s growing personal care market through this acquisition, especially in the lucrative Halal cosmetic area.
Moreover, the company acquired Ingredients Plus China to enter the growing Chinese personal care market fueled by demand for beauty products containing natural ingredients.
To improve its understanding of Japanese beauty, hair and scalp care, anti-hair loss, style, and perm solutions, Henkel finalized the acquisition of the professional hair business Shiseido Company.
By Nicole Kerr
