French skincare brand rehydrates China's skincare market

NAOS, a French dermatology beauty group, is optimistic about China's huge consumption market and will invest more as the company's global CEO believes that China is a more agile country than other countries in the world.

In a post-pandemic era, the importance of the Chinese market and its agile performance in the market are emphasized, according to Xavier Unkovic, NAOS global chief executive officer.

"China is more agile than other countries in the world," said Unkovic. "I visited China several times. Every time I could see the Chinese market and businesses growing and developing rapidly. I'm looking forward to seeing China play a critical role in this world. And of course, the company will also actively adapt to this new world and thus adjust the layout and strategy accordingly, more than just getting the business back to normal."

"For NAOS, how to adapt in this era is where the crucial point is," Unkovic added.

Compared with other skin care products in the existing cosmeceutical market, NAOS has been upholding the concept of ecobiology, respecting the ecosystem of skin and maintaining its health on an ongoing basis.

"We are dedicated to integrating biological research into our skin care products," said Unkovic, adding NAOS wants to make each consumer more aware of their own skin condition and provide them with products that are truly needed and valuable. The group has introduced three product lines in China so far. Bioderma is dedicated to solving all kinds of skin problems, Institut Esthederm is deeply involved in researching the connection between the skin's health and youth, and Etat Pur is implementing the brand vision of "Nothing more. Nothing less." According to Unkovic, this is also in line with the company's slogan "Care first", which aims to provide specific solutions to consumers with particular skin problems.

According to Unkovic, the core competitiveness of brands is focused on efficacy in the future competition of the skincare industry.

"For NAOS, the most important thing is product safety and remarkable efficacy according to the specific needs of the skin," said Unkovic.