shoppers refer to as “salon scents,” are having a moment as younger consumers look to stand out from the crowd.have captured a new crop of shoppers who crave scents that reflect Chinese traditional culture, which is in sync with fashion trends like
One of the most talked-about local players is Documents. This January, the company received a multimillion-dollar investment round from Ushopal, a Chinese omnichannel brand partner. In September 2022, Documents secured a round of series A funding led by alum Zhaoran Meng in 2020, the brand melds futuristic elements with oriental flair. It currently counts more than 15 retail outlets and pop-ups that act as canvases for high-impact visuals.
“We want to use singular and signature scents to solve a linguistic problem. In Chinese, we are kind of stuck with a good or bad smell dichotomy, yet we lack the vocabulary to describe how a scent makes people feel,” said Hong Zeng, founder of Aromag. “So much of our creative process is based on fostering cultural resonance: Miko might seem personal because it was dedicated to my dog, but it also reflects how people in their 30s are having pets instead of children.
“We want to promote artistry fragrance brands and break down information gaps for brands that look to enter the Chinese market,” he added. “Financial investors are willing to bet on high-quality assets with big bucks rather than cast a wide net, which was the case a few years ago, while strategic investors, such as L’Oréal and Estée Lauder, are looking to round out their brand matrix with these Chinese aesthetic-related brands,” said Wang.
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