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Estée Lauder Company Expands Presence in China With New Ethnic-Focused Brand

Estee Lauder Osiao Campaign

Photo Courtesy of the New York Times Company

In an attempt to broaden its presence globally and make deeper inroads in China, the

luxury brand

Este Lauder Company is forgoing the traditional method of simply introducing a new ethnic-focused product and is instead adding an entirely new brand to its repertoire. Osiao will be a new skincare brand that will used specialized Chinese medicine combined with American marketing tactics to appeal to its Asian consumers' tastes. "It will be a brand with a unique position, a brand that will give consumers a sense of being local, of being really dedicated to them," said Fabrizio Freda, Este Lauder Companies' chief executive.

Estée Lauder Company Expands Presence in China With New Ethnic-Focused Brand

Estee Lauder Osiao Campaign

Photo Courtesy of the New York Times Company

In an attempt to broaden its presence globally and make deeper inroads in China, the luxury brand Estée Lauder Company is forgoing the traditional method of simply introducing a new ethnic-focused product and is instead adding an entirely new brand to its repertoire. Osiao will be a new skincare brand that will used specialized Chinese medicine combined with American marketing tactics to appeal to its Asian consumers’ tastes. “It will be a brand with a unique position, a brand that will give consumers a sense of being local, of being really dedicated to them,” said Fabrizio Freda, Estée Lauder Companies’ chief executive.

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