Aveeno makes China debut on Tmall
Updated: 2016-09-09 11:26
By Yu Ran in Shanghai(China Daily USA)
|
|||||||||
Aveeno, the top-selling natural skincare brand in the US, announced on Sept 1 in Shanghai its official entry into the China market with the launch of an authorized online shop on Alibaba's Tmall Global.
A subsidiary of the United States' consumer goods and pharmaceutical company Johnson & Johnson, Aveeno currently has seven body care and hair care products available on this online store priced from 75 to 119 yuan ($17.82).
According to the description at its online store, the brand's oats products are targeted mothers in China who are looking for natural skincare products for their children.
Since late 2015, many global brands have entered the Chinese market through virtual platforms. Costco, the second-largest US retailer after Walmart, was among the first batch of companies to own a virtual store on Tmall Global, a platform specially tailored for foreign enterprises to reach Chinese consumers.
"Since Aveeno has been gaining popularity among Chinese mothers in recent years with its natural ingredients, we thought that it is time to bring the brand closer to the Chinese consumers," said Ellie Xie, president of Johnson & Johnson Consumer China.
Founded in 1945 by American inventor and philanthropist brothers Albert and Sidney Musher, Aveeno was derived from the scientific name for the common oat, avena sativa, as the key ingredients in its products are colloidal oats.
It was originally made under Rydelle Laboratories, a division of S.C. Johnson & Son, which dropped the Rydelle name in 1989 and was later purchased by Johnson & Johnson in 1999.
The active ingredients in all Aveeno products include colloidal oats or oat extracts, which have been branded as "active naturals" to treat especially sensitive skin.
In the US, it has a complete production line covering body care, facial care, sun protection and hair care and also a special production line with over one hundred products for babies.
In 2014, the annual sales volume of Aveeno's body care products in the US exceeded $100 million and was ranked third in terms of market share. The market share of Johnson & Johnson's hand and body care products in the US was ranked second, just behind Kao, a Japanese personal care brand.
"Aveeno is keen to promote the natural and healthy lifestyle to care for our skin and hopefully we will offer more highquality skincare experiences to Chinese consumers and invite more people to take on our return-to-nature lifestyle," said Brian McClure, director of Global Innovation Sourcing, Johnson & Johnson Consumer.
Besides Aveeno, Johnson & Johnson already has four skincare brands including Clean & Clear, Neutrogena and Johnson's Body Care in China. Johnson's Body Care adopted a similar method to Aveeno when it first entered China in 2013.
yuran@chinadaily.com.cn
- Three women planning 'imminent' attacks arrested in France: minister
- China, Britain vow to deepen military exchanges, mutual trust
- British parliament to debate second Brexit referendum petition
- Chinese women find their way through the glass ceiling
- Rousseff leaves presidential residence in salutation
- Thousands of Chinese rally in Paris to call for 'security for all'
- Sights and sounds of Premier Li's visit to Laos
- Yao Ming and Class of 2016 receive Hall of Fame jackets
- Bullet train attendants strut new look in Xi'an
- Ten photos from around China: Sept 2 - 8
- Turning mud into work of art
- Unforgettable moments of Premier Li at ASEAN meeting
- Six policy signals China sent at G20 Summit
- 'First Lady table ware' a hit in Hangzhou
Most Viewed
Editor's Picks
Anti-graft campaign targets poverty relief |
Cherry blossom signal arrival of spring |
In pictures: Destroying fake and shoddy products |
China's southernmost city to plant 500,000 trees |
Cavers make rare finds in Guangxi expedition |
Cutting hair for Longtaitou Festival |
Today's Top News
Trump outlines anti-terror plan, proposing extreme vetting for immigrants
Phelps puts spotlight on cupping
US launches airstrikes against IS targets in Libya's Sirte
Ministry slams US-Korean THAAD deployment
Two police officers shot at protest in Dallas
Abe's blame game reveals his policies failing to get results
Ending wildlife trafficking must be policy priority in Asia
Effects of supply-side reform take time to be seen
US Weekly
Geared to go |
The place to be |