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Shanghai Jahwa expands range with 4 new brands
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Shanghai Jahwa yesterday launched its “new brand” strategy as the cosmetics firm looks to expand its market by venturing into baby products and the cosmeceutical segment to cover a full range of categories.
The local company unveiled four new brands on top of its three existing main brands Ñ Herborist, Liushen and Maxam - so as to cover the luxury sector as well as cater to the upper middle class, middle class and mass markets.
Ge Wenyao, chairman of Shanghai Jahwa United Co, said at a media briefing yesterday that the company is also considering investing or partnering with overseas brands to diversify its portfolio.
“We’ll be careful about investing overseas, and we are considering all sorts of partnership possibilities to complement businesses that we currently don’t own,” he said.
The company is among a slew of Chinese firms trying to revive their existing old brands and appeal to new consumers with an updated branding strategy.
Jahwa yesterday launched Yu Ze, a new cosmeceutical brand, and Giving, an infant skincare product for children under three years old.
Soft Sense is another tailor-made brand for cosmetics specialty shops in China’s lower-tier cities while Tea Beauty is a herbal nutritional drink.
Personal beauty products have beaten the economic downturn and have shown strong growth momentum, said Waldemar Jap, a partner and managing director at Boston Consulting Group Hong Kong.
China is the world’s third-largest cosmetics market, behind Japan and the United States, reporting sales of 96.3 billion yuan (US$15.5 billion) in 2012, according to a Euromonitor International report.
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