French cosmetics brand Guerlain blends global innovation with local creativity

Guerlain, a French company under LVMH Group, offering perfumes, makeup and skincare products, will continue blending local creativity with digital expansion and leveraging e-commerce growth to capture greater market share in China, said its top executive.

Many opportunities come from China's vast consumer base, consumption upgrades, rapid digital innovation, and rising demand for high-end and green products, offering global brands like Guerlain a dynamic platform to expand, localize, and build deeper connections with new generations of consumers.

During a business trip to Beijing, Gabrielle Saint-Genis, president and CEO of Guerlain, said that while China's beauty market is entering a phase of steadier growth after years of rapid expansion, such a transition is both natural and healthy.

"The rise of Chinese homegrown brands has also brought more competition, which Guerlain sees as an opportunity to highlight its heritage and strengths in areas such as skincare and fragrance," said Saint-Genis.

Noting its China strategy is anchored in blending global innovation with local creativity, she said Guerlain emphasizes consistency in brand values across markets while empowering its Chinese team to co-create and adapt to local needs.

On the digital front, Guerlain is navigating China's fast-moving e-commerce landscape. The Paris-based company works with platforms such as Tmall and JD, while also leveraging livestreaming channels to enhance brand storytelling and consumer engagement.

"We prioritize long-termism," said Saint-Genis, adding that both global and local teams seek solutions together to preserve brand integrity in a competitive online environment.

As the beauty industry evolves, Guerlain is betting on its heritage, sustainability efforts and partnerships with Chinese talent to secure a stronger foothold in the world's largest luxury market, she added.

That sentiment is in line with the latest data. The total transaction value of China's cosmetics market grew by 2.8 percent year-on-year, reaching 1.07 trillion yuan ($147.6 billion) in 2024. This marks the second consecutive year that the market's transaction value has surpassed 1 trillion yuan, according to the Beijing-based China Association of Fragrance Flavor and Cosmetic Industries.

China's cosmetics consumption is expected to maintain strong growth momentum, driven by consumption upgrades. With Generation Z becoming an increasingly important driving force, the sector is expected to witness robust growth, said Guo Xin, a marketing professor at Beijing Technology and Business University.

Consumers in this demographic have become an increasingly strong driving force for self-rewarding consumption — buying goods and services that bring a variety of sensations and pleasure while boosting one's sense of self-worth, said Guo.