The New York-based luxury skincare and cosmetics brand is expanding its distribution in Asia through a partnership with Tmall, China’s leading online retail platform. With this new retail collaboration, Chantecaille aims to broader its audience and solidify its presence in the Chinese market.
Virtual flagship store on Tmall
Beauty customers in China will have access to a wide range of Chantecaille products in a dedicated domestic flagship store on Tmall, a subsidiary of Alibaba Group. According to the brand, this online store will feature detailed product information, exclusive offers, and tailored recommendations to enhance the shopping experience.
“Tmall offers a seamless shopping experience and unparalleled reach for Chantecaille’s innovative beauty. The new market opening strengthens Chantecaille’s position in China, bolstering our commitment to the Chinese consumer,” said Vincent Warnery, Chief Executive Officer of Beiersdorf. “The partnership with Tmall enables Chantecaille to leverage the platform’s extensive reach and sophisticated e-commerce capabilities, ensuring that Chinese consumers can easily access the brand’s luxurious product offerings.”
Founded in 1998 by Sylvie Chantecaille, the brand is known for the use of naturally derived ingredients and its third-party tested formulas. Following its acquisition by Beiersdorf in February 2022, Chantecaille is focused on accelerating its global reach through several market expansions.
“We believe there are consumers across China who have appetite for luxuriously clean beauty, which is what makes Chantecaille so unique,” said Emily Coleman, Chief Executive Officer of Chantecaille. “Under our ’Beauty with Impact’ ethos, they will have greater access to our high-performance botanically powered skincare & makeup formulations which remain cruelty-free and vegan-friendly. Tmall is the perfect partner to help us reach those new consumers, not only from a reach perspective, but because they are also dedicated to quality and customer satisfaction.”
Pop-up experiences
To expand the reach and connect with Chinese consumer, Chantecaille will also host pop-up experience in Shanghai’s landmark Xintiandi, the ’Maison Chantecaille’ to immerse consumers in its ’Beauty with Impact’ ethos.
The Chantecaille pop-up, a first-of-its-kind for the brand, will provide Chinese consumers with the opportunity to explore and purchase Chantecaille products in an immersive, luxurious setting. Visitors will have the chance to learn more about Chantecaille’s commitment to natural and botanical ingredients and enjoy a highly curated environment that celebrates the brand’s iconic offerings.
Following this initial pop-up, Chantecaille will extend the ’Maison Chantecaille’ experience with a three-month commercial pop-up in Shanghai. This extended activation invites luxury skincare and makeup enthusiasts to immerse themselves in Chantecaille’s sophisticated world of luxurious botanical beauty.
“We are incredibly excited to bring Chantecaille closer to our Chinese consumers through our Tmall partnership and these immersive pop-up experiences,” said Patricia Ho, Asia General Manager of Chantecaille. “Our pop-ups in Shanghai will offer a unique and engaging way for consumers to discover our products, learn about our brand’s ethos, and enjoy a luxurious in-person shopping experience.”
