Interview with Ms. Christy Sun, CMO & General Manager of
High-end Skincare Division, Yatsen Global
Radiance begins with perfect cleanse. This is the philosophy of EVE LOM, a high-end British skincare brand, which has been highly acclaimed in Europe and the US since its inception and was officially brought to China in 2021 by Yatsen Global. In addition to its strong brand and product power, EVE LOM’s advocating of luxury slow living and self-pampering has also made it a popular choice among Chinese consumers who are increasingly seeking high-end skincare experience. To learn more about this long-established British skincare brand, SpaChina interviewed Ms. Christy Sun, CMO & General Manager of High-end Skincare Division, Yatsen Global.
Christy Sun joined Yatsen Global in 2017 as Chief Marketing Officer. She started to lead the high end skincare division in 2020 as an extended role for Yatsen Global. Prior to Yatsen Global, Christy worked for Boston Consulting Group and P&G, where she has accumulated strong working experience, especially in product innovation, brand marketing, public relation, and strategy consulting, etc.
Please introduce EVE LOM to us, including the founding story, brand philosophy, etc.
EVE LOM is a British luxury skincare brand that was founded in London in the 1980s by renowned European skincare expert Ms. Eve Lom. For nearly 40 years, the brand has been sought after by royals and celebrities in Europe and U.S.
EVE LOM believes that “Radiance begins with the perfect cleanse”. The brand thus selects precious ingredients from around the world and adopts advanced extraction technology to create effective professional products that bring out the healthy radiance from the root.
EVE LOM also advocates the pursuit of inner peace, pleasure, slow living, and calmness from the inside out.
When did you bring EVE LOM to China? Why did you choose this brand?
We noticed that as people pay more attention to their appearance and with the upgrading and development of the skincare industry, there is now a growing demand for high-end skincare products. For many women, the skincare routine is gradually becoming a joyful pampering moment. Therefore we began to turn our attention to high-end skincare products.
Then we brought EVE LOM to China in March 2021. Since its inception, EVE LOM has continued to create a range of award-winning high-end skincare products, including its ground-breaking Cleanser and a range of SPA and skincare products with great experience and effects.
In addition, EVE LOM has built up a quality global distribution network and has done very well in the Asian market and e-commerce channels, gaining popularity among global consumers. We believe that this brand, with its strong emphasis on health and self-pampering and its ability to develop wonderful products and services, will continue to provide a great experience for Chinese and global customers, and we are confident to see a second curve of growth.
Who is your target group for EVE LOM in China? What are their skincare needs and what are their characteristics when choosing skincare brands?
Since EVE LOM entered China, our target is the high-end consumers who pursue health, self-pampering and an exquisite lifestyle. They desire to possess healthy and radiant skin, they choose different skincare products in different scenarios, and they pay special attention to the daily skincare ritual and experience. Skincare is an important part of their everyday life and a pleasurable moment to indulge in.
As an established high-end skincare brand with long history, how does EVE LOM appeal to young Chinese consumers?
In October 2021, we officially announced the young Chinese actor Yang Yang as the spokesperson of EVE LOM (for Cleanse Collection). We believe that this partnership will help to further interpret and deliver the brand’s philosophy to the young people. In November of the same year, we attended the SpaChina Wellness Summit in Xiamen and had the chance to show the brand’s strength to the B-end users and drew much attention from them.
On the product side, in May 2022, EVE LOM launched a new Foaming Cream Cleanser to its signature Cleanse Collection. With extremely high consumer loyalty, the brand has shown strong sales growth and profitability even in the still unstable period of COVID-19. So we are very confident in this premium skincare brand with deep brand root and extraordinary potential.
What are the development plans for EVE LOM in China? Do you have any specific plans for the promotion and cooperation in the SPA industry in China?
Prior to the creation of the EVE LOM brand, Ms. Eve Lom opened the first high-end spa and skincare salon in London, where she received high praise from royalty and celebrities such as Princess Marie-Chantal of Greece and Mary Greenwell, Princess Diana’s make-up artist, for her cutting-edge skincare philosophy and the ultimate spa experience she offered.
Now, we are bringing the EVE LOM SPA luxury experience to China as well. Last year, we attended the SpaChina Wellness Summit for the first time to share the brand’s concept and products, and in 2022, we will officially bring the SPA experience, which is highly sought after by royalty in Europe and the US, to China. Consumers will soon be able to experience EVE LOM SPA treatments in our retail shops as well as in our official partner luxury hotels.
Where can consumers in China buy EVE LOM?
Chinese consumers can buy EVE LOM products in retail shops such as SKP Beijing, SKP Xi’an, Lane Crawford Shanghai and Lane Crawford Chengdu, or in official online flagship shops on Tmall, Jingdong and WeChat app. In the future, we expect consumers to have a pleasurable experience with EVE LOM and its products in more luxury hotels.