China’s largest cosmetics company, Shanghai Jahwa Group, determined to bring people back to the good old time of oriental Paris by re-introducing old Shanghai inspired beauty brand Shanghai VIVE, formerly called “Shuang Mei” or “twin sisters.”
Targeting upper-class women who adore the image of old Shanghai before 1949, Jahwa chose the re-opened Peace Hotel, a century-old luxury hotel which just went through a three-year £50 million restoration, to house its first Shanghai VIVE exclusive store.
The first collection has over 40 items, including facial soap, cream, lotion, perfume and accessories. With a 50-milliliter bottle of VIVE perfume priced around 1,000 yuan (US$147), Shanghai VIVE aims to compete against foreign cosmetics companies such as Shu Uemura, Lancôme and Clarins. Its price is higher than most other brands sold in China, where imported 50-milliliter perfume is usually between 500 and 900 yuan (US$74-US$132). China’s 145 billion yuan (US$21 billion) cosmetics market is dominated by foreign companies.
The perfume reflects the taste of the beautiful people in 1930s Shanghai and is quite different from western scents.
Shanghai Jahwa is no stranger when it comes to attracting affluent Chinese women. Herborist, its herbal essence-based brand earned the company about 486 million yuan (US$72 million) in 2009.
photo credit: shanghai vive