[Directly hit the leading area] Lead the high -quality development of the beauty industry!L'Oreal announced its investment in China's high -end perfume fragrance brand

On September 9th, Shanghai Mei Zifang Investment Co., Ltd. (hereinafter referred to as the "US Gaifang") announced at the Shanghai Fifth Five -Five Shopping Festival 2022 Global New Products Premiere Season to conduct a few equity investment in Chinese high -end perfume fragrance brands from Documents Essence The investment is the first venture capital investment in China in China, and it is supported by the L'Oreal Group's strategic innovation venture capital fund company Bold (Business Opportunities for L ’Oréal Development). This breakthrough measure further confirms the important position of the Chinese market in L'Oreal's global layout, and highlights the important strategic deployment of Chinese beauty brands in the future investment of the United States.

"The establishment of the United States is another milestone creation of L'Oreal, the President of L'Oreal North Asian and the CEO of China, said, reflecting the group's confidence in the group's increasingly optimized Chinese business environment, as well as the entire Chinese market and the United States of China and the United States. The long -term confidence of the development prospects of makeup brands. China has the world's most sophisticated demand and the most complicated and diverse consumer group. At the same time, with the coordinated development of 'China, Japan and South Korea Beauty Golden Delta', we believe that China will be in the future to regions and even The development of the global beauty market has a more important impact. "He also revealed that in addition to investing in potential Chinese beauty brands, the US background will also involve new digital consumption experience, advanced supply chain technology, future science and other fields Innovative projects.

Chinese high -end perfume fragrance brand Wen Xian Documens was born in 2021 and brought its original style "Chanku Chaanku". The strong perfumes of Chinese contemporary young people and people who love history and humanities around the world and pursue innovation offer novelty incense. Wen Xian Documents's current main customer base is the Gen Z to youth with a high consumption mind.

Wen Xian Documents has launched the first season of the "Human" Human series, the second season of "Human Beast Heart" Free series, and the third season "Personal Personnel" LOST series. In addition to the investment in Documens this time, the US Portal, the "Consumption Consumer Fund" set up by L'Oreal and Kaihui Fund also invested in it. The investment is also consistent with the huge consumer market and consumer trends in China's insight.

Meng Zhaoran, the founder of Documents brand, said: "This time, receiving the US PC and Kaihui Fund investment, we hope to use the professional experience and leading position of the two in their respective fields to strengthen our brand's own aesthetic advantages, and in talent, and in talent Cultivation, product development, commercial operations, and globalization channels have obtained more benefits, strive to enhance competitiveness, and become a more international brand. "

The United States is a professional investment company. In May 2022, L'Oreal, the world's largest beauty group, was established for the first time in the Chinese market. The core purpose of the United States is to invest in the beauty of the future. By cooperating with more partners and talents of Chinese beauty -related industries, it will cultivate a forward -looking innovation business and beauty technology solution, and help it to land to open up China The construction of an innovation ecosystem contributes a force, while leading the high -quality development of the Chinese beauty industry.

Responsible editor Ni Liqi

Text Yang Zhenying

Source Pudong released

- END -