According to WWD, Florasis, a leading Chinese makeup brand renowned for its products and packaging inspired by traditional Chinese culture, has teamed up with DFS, the luxury retail division of LVMH, to launch its first counter in Europe at Samaritaine Paris Pont-Neuf.
Launching on September 1st, Florasis’ counter will be prominently located at the heart of the beauty floor, surrounded by various prestigious international beauty brands. This setup will allow the brand to showcase the harmonious blend of Eastern beauty principles within the context of Western luxury retailing.
Gabby Chen, the President of Global Expansion at Florasis, headquartered in Hangzhou and recognized locally as Hua Xizi, emphasized that the collaboration with DFS, especially at Samaritaine in Paris, offers the brand a strategically positioned venue renowned for its association with luxury and elegance.
“This partnership is exclusive in the French market for one year. It allows us to establish a strong brand presence and exclusivity that appeals to the luxury consumer’s desire for unique and culturally rich products,” added Gabby Chen.
Amael Blain, DFS’s Senior Vice President of Beauty, expressed the retailer’s fascination with Florasis, praising its impressive range of cosmetics and commitment to exquisite packaging design. Additionally, Blain stated that Samaritaine will host a series of exclusive masterclasses for VIPs in L’Appartement, a members-only lounge. These sessions will delve into Florasis’ history, its product offerings, and the aspects of Chinese culture that have influenced the brand.
“We see the beauty in what Florasis stands for, from their products to the exquisite designs and likewise, Florasis appreciates how DFS is a leader in luxury travel retail with an expansive global network hence our partnership cannot be more opportune than this. DFS will continue to monitor the C-Beauty trend, identify new brands, and bring them to our network of stores if these brands are relevant and will delight our customers,” Amael Blain added.
