Herborist: the Chinese premium brand of cosmetic
Herborist or 佰草集 (“Bai Cao Ji”) is the only premium brand of Chinese’s cosmetics which succeeded in its business in Asia and Europe. It’s a brand from the Jahwa, a Chinese cosmetics group, created 110 years ago in Shanghai.
The principles of this brand are the Chinese traditional medicine, and the organic cosmetic in Europe.
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The Chinese brand chose to differentiate its communication per continent.
In China, Herborist succeed in giving an international and contemporary dimension, with a modern logo, a high-end communication, a high-quality packaging, “worthy of the best” (Estee Lauder, Lancôme…)
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The logo has a really refined style, the range product is really feminine.
Description of the product:
The Middle Empire reveals its beauty secrets: discover the power of its precious plants. Herborist feeds on ancestral knowledge from the Chinese herbalist to create its exceptional products: subtle meeting between traditional knowledge and the most innovating formula from contemporary cosmetic. By revealing its massage rituals, Herborist suggests a unique experience of beauty and welfare.
The range of products Herborist is not that different from its competitors, presenting face cream and moisturizing face-masks.
The real force of this brand is its packaging, really attractive and different.
The “Tai Qi touch” attracts the eye and permits to the product to be different in distribution.
The choice of the color « green » reminds nature but in a modern and innovating way. Result: the product have a good differentiation from their competitors in sales points.
The package looks like “premium and luxurious », all in surfing on the organic trend.
The national references of each brand, like Shiseido= Japanese purity, MAC= American sexy, Lancôme= French elegance… (See the brand of cosmetic in China)
Herborist will be the natural Chinese medicine. These innovations are in perfect harmony with the market trends for the organic and natural products.
The brand Herborist is cleverly differentiated by integrating the benefits of Chinese traditional herbal medicine, associated to the modern biotechnology.
An image of tradition, of a nature associated to innovation has permitted to this brand to be well-placed and get a rapid success.
Since 2008, the brand is distributed in France in Sephora. Sephora has many shops in the world and a website of online sales which propose the products of the group Jahwa. In China, there are Herborist’s shops and you can find its products in many stores in China, about 800 in the country.
Their products are also presented in the Herborist Spa which was opened in 2012, and propose the products of the brand and unique treatment.