Procter & Gamble's new high-end brand Illum next spring enters China

P & G will introduce another high-end makeup brand, Illum, into China in the spring of next year. Together with the existing SK-II, it will compete in the cosmetics field and aim at its competitors.

Illum is a new high-end makeup brand under Procter & Gamble. Starting from Japan, like SK-II, after the hot sales in the Japanese market, Procter & Gamble hopes to copy Japan’s successful experience to China and also to other markets around the world.

Liu Ling, who is responsible for the project at P & G Department of Public Relations, said that P & G is very concerned about this new brand and is currently preparing for pre-listing marketing. In recent years, SK-II has become a pioneer in P&G's battle with high-end cosmetics. Despite high pricing and lawsuits, investigations revealed that SK-II’s share of the high-end cosmetics market has soared to a large extent under the strong offensive of television and print advertising. 14.5%, which is similar to the 19.6% share of L'Oreal's Lancome, which has been the top domestic high-end cosmetics market for many years.

From this perspective, P & G's biggest competitor in China has changed from Unilever to L'Oréal and Estee Lauder, and the three major cosmetics giants have fought in the field of high-grade cosmetics. In the past 12 months, Estee Lauder has introduced six high-end cosmetic brands to mainland China; L'Oréal also said that it will continue to introduce new brands next year.