Eisenberg entered the China market in 2009. As a global strategic partner of Sephora, Eisenberg chose Sephora as its initial entry channel. However, Eisenberg gradually realized the limitation of a single channel, since China’s retail market is very different from Europe. Therefore, to expand its reach, Eisenberg is expanding to department stores, duty-free shops and e-commerce.
Cosmetic News had an exclusive interview to Zhao Danqing, the General Manager of Eisenberg’s China subsidiary, Hesai (Shanghai) Cosmetics Co., Ltd. Ms. Zhao shared the story of this European “aristocrat brand’s” entry into China.
Aristocratic Tradition: a Legacy of Love and Beauty
Eisenberg's founder, José Eisenberg, was born in a European noble family and inherited the spirit of pursuing "love and beauty. He founded this cosmetic brand under his family name dedicated to providing women with the European spirit of eternal beauty. With technology at its core, the company has remain focused on quality and the ultimate sense of beauty.
Eisenberg wants women to understand three dimensions of their skin: taughtness, baby smoothness, and glossy complexion. José Eisenberg has spent 15 years developing high-tech formulas preserve these three dimensions ——Trio-Molecular®: enzymes, cytokine and biostimulin, and oxygenation. The core of this natural Trio-Molecular formula is its ability to activate cells, preserve the cells and simulate the behavior of youthful skin.In addition to its preservative properties, each of Eisenberg’s products also contains multiple high-tech anti-aging ingredients. Vital natural ingredients and plant essences are extracted using cutting-edge biotechnologies, perfectly combining high technology with natural ingredients. Every product is tested to be safe and effective by Pavia Medical University.
Eisenberg has used its alliances with other major players to built its global reputation. The company’s top products have won a number of international awards. Furthermore, its tightening product that helps reduce fat in double chins has won MAXIMA innovation award, while emerging as a top-selling product during the Elle 25th anniversary in Portugual. It is also featured on Cosmopolitan’s “must buy” list. Meanwhile, another tight mask improves contours in 5 minutes has won annual awards from international publications such as Self and Mina, and even the lifetime quick-acting, anti-aging award from Brides magazine. Eisenberg is relentless in its pursuit of detail. Each of its products is the perfect combination of sensible enjoyment and eternal elegance. As a result, they are popular with European and the Middle East royalty, celebrities and trendsetters.
Currently, Eisenberg sells through over 5,000 retail outlets in more than 20 countires, including Britain’s top department store, Harrods; LVMH’s chain store, Sephora; France’s largest beauty chain store, Marionnaud; Russia’s largest beauty chain store, L'Etoile; the biggest luxury department group in the Middle East, Paris Gallery, and famous department stores in South Korea.
Aristocratic Spirit: Pursuing the Arts
José Eisenberg once joked that he is half computer and half artist. Apart from the research on high-tech products, he will personally check the product packaging. He scans bottles and caps with the eye of an artist. Eisenberg perfumes are the perfect match of cosmetics and art.
Not Only a Perfume Bottle....
First, the appearance of the perfume is an oil painting customized by Juarez Machado, a Brazilian painter living in France. After Mr. Eisenberg tells each story behind the perfumes, Juarez reflects the emotions visually using structures, figures and color. To enrich the artistic experience, José Eisenberg has also composed appealing musical pieces for each style of perfume so that the users can “Hear” the emotions delivered by the perfumes.
The dramatic ways of opening the perfume boxes are designed to raise the curtain of each story. All perfumes are packed in black, cut-outs in black, enabling the customer to slip effortlessly into the story. This type of extreme pursuit of beauty and detail makes Eisenberg’s perfumes not only exquisite cosmetics, but also works of art. When customers select perfumes,they are creating their own story as well as their scent.
Eisenberg's China Story: Entering in 2009
Ten years ago, José Eisenberg had already registered a brand in China. He knew very well that China is a huge market – one province in China can be the size of country in Europe. In April 2009, Eisenberg established a wholly-owned subsidiary in China —— Hesai (Shanghai) Cosmetics Co., Ltd.
As a global strategic partner of Sephora and one of the early premium brands in China, Eisenberg’s sales ranked top three among Sephora’s exclusive brands in 2016. Moreover, Eisenberg is one of the brands in Sephora with the best ROI.
Next, Cracking Department Stores
Zhao Danqing says that for Eisenberg, Sephora is only one channel in China’s massive market. In order to reach more customers, Eisenberg is preparing for the strategic alliances with a more mainstream channel—— department stores. At the same time, she says: “There will not be an explosion of these types of alliances. We will slowly launch department store counters, since slow effort yields quality result.” Eisenberg has reported now entered into an agreement with Intime Department Stores and 15 cosmetic counters are expected to be set up this year and 100 counters throughout the country in 3 years.
E-commerce Requires Attitude
In addition to Sephora and department stores, Zhao says the company will select e-commerce channels, CS stores and regional agencies based on their target customers, positioning, and quality. Although e-commerce is a popular and convenient distribution channel at the moment, Eisenberg will be cautious in selecting partners who fit its quality, image, and tone. The company will also try to assure success with advertising support, differentiated product offerings, and targeted pricing strategies.
See Eisenberg at China Beauty Expo 2017
From May 23 to 25, 2017, Eisenberg will unveil a range of exciting products in Hall N5 of the 22nd China Beauty Expo. Visitors can meet the brand and understand what it has in store for the future. Don't miss your chance to see Eisenberg's fusion of cosmetics and art first hand. Register today! https://goo.gl/Z7CX3A