Coty sends Rimmel to booming Chinese market

By Guy Montague-Jones

- Last updated on GMT

Related tags Brand owner coty China

Make-up brand Rimmel is heading to China as part of Coty's plan to
exploit Asian markets and become one of the top five beauty
companies in the world.

Japan-based cosmetics company Kosé will import Rimmel products and start production of its color cosmetics in China under a licensing agreement with brand owner Coty. China's color cosmetics market is forecast to expand by almost $600m between 2006 and 2011, according to market research firm Euromonitor. Londonto China ​ Coty will be looking to take advantage of this booming market with its Rimmel brand which is represented by supermodel Kate Moss and trades on the slogan "Get the London Look." While the association with London fashion will be retained in the marketing of the Rimmel products in China, they will be adapted to the tastes and make-up styles of Chinese women. Sales in China will begin in June and the products will be distributed from department stores and drugstores in coastal regions, starting with Shanghai. Kosé plans to sell Rimmel cosmetics from over 300 locations in the country within three years. Growth through Asia ​ The arrival of Rimmel products on the Chinese market follows the entrance of the UK brand onto the Japanese market in 2006. New York-based Coty again signed a licensing agreement with Kosé in March that year for the latter to manufacture and sell Rimmel products in the country before sales began in September. The expansion of the Rimmel brand deeper into the Asian market is part of Coty's plan to pass the $5bn turnover mark by 2010. Currently the world's largest fragrance company with net sales of $3.3bn in 2007, Coty consolidated its regional businesses last year and created a global beauty unit to ignite further growth.