Yue Sai to make travel-retail debut with DFS

Joe Bates

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The 35sq m (376sq ft) corner is the first opening for the beauty brand outside China and in global travel-retail

L'Oréal Luxury Products International’s Asia/Pacific division Scental is to open its first Yue Sai cosmetics counter in travel-retail in the newly renovated DFS Chinachem outlet in downtown Hong Kong next month. The 35sq m (376sq ft) corner is the first opening for the beauty brand outside China and in global travel-retail. The counter will include a free-access skincare bar and make-up service area focusing on teaching customers make-up techniques. The products on offer contain Chinese medicinal plants and are specially formulated for the skin of Chinese women. Travel-retail exclusive sets, palettes and Olympic souvenir gift sets will be another key feature of the new DFS corner.

A second Yue Sai counter is to open at Beijing Capital International airport terminal three at the end of next month.

L'Oréal bought Yue Sai, whose motto is "Nobody Knows Chinese Skin Better than Yue Sai”, from Coty in 2004. The brand was launched in 1992 by Chinese-American celebrity Yue-Sai Kan.