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L'Occitane Brings Melvita to Asia With Hong Kong Store

Organic Products Are Becoming Popular With Chinese Consumers Worried about Health and Safety of Beauty Products

By Published on .

L'Occitane is introducing Melvita to Asian consumers with a store in Hong Kong's IFC mall
L'Occitane is introducing Melvita to Asian consumers with a store in Hong Kong's IFC mall

HONG KONG (AdAgeChina.com) -- L'Occitane en Provence is introducing Melvita to Asian consumers with a store in Hong Kong's IFC mall.

Melvita offers organic bath products and cosmetics, an area that is increasingly popular among Chinese consumers who are growing more conscious about their health and the safety of the daily products they use.

Additional stores are planned for the rest of Asia.

"We think there is really big potential in Japan and Taiwan for organic cosmetics," said Christy Ren, a Hong Kong-based marketing and operations executive for L'Occitane's Far East division. Stores will open there, and maybe in Malaysia, during the second half of this year. "As for mainland China, it will probably be a couple years later down the road."

The company was founded 26 years ago by Bernard Chevilliat, a French biologist and beekeeper. His first product was a hexagonal soap bar made from honey, now a flagship product.

In July 2008, L'Occitane, an international retailer of body, face, and home products based in Manosque, France, acquired M&A Santé Beauté, the natural French cosmetic company that owned Melvita.

At that time, 90% of M&A Santé Beauté's sales took place in France, but L'Occitane, which has a network of 1,000 stores in 60 countries, planned early on to make Melvita a global brand.

Melvita competition includes Sanoflore, another natural French cosmetics brand that was acquired by L'Oréal in 2006.

Melvita carries its eco-friendly policies beyond its product line. The paints, lighting and other materials used in the store design reflect practices that help reduce CO2 emissions and promote energy efficiency. Even the air-conditioning uses water as a cooling agent and employs no refrigerants, compressors, and pressurized piping, so it has zero ozone depleting impact.

Return to the Ad Age China home page.

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