Brands hone in on Hong Kong’s enthusiasm for organics

By Lucy Whitehouse

- Last updated on GMT

Brands hone in on Hong Kong’s enthusiasm for organics

Related tags Hong kong Skin Mainland china China

Sukin, a skin care brand from Australia which focuses heavily on its products’ natural claims, is set to move into Hong Kong, as organic claims continue to rouse consumers in the region. 

With a growing conscious of consumers towards natural products, we are seeing great potential in this particular skin care market​,” noted Richard Holloway, vice president of DKSH Hong Kong, the market expansion services provider set to facilitate Sukin’s market entry.

Naturals, organics

International business development agency, NZTE, observes that consumer enthusiasm for naturals is strong in the region.

Skin care and cosmetic products can add value by emphasising natural or organic ingredients that are accompanied with product certification from authorised certifiers such as GMP, AgriQuality or ECOCERT​,” the agency notes.

Brands such as L’Occitane have already enjoyed retail sales growth success with leveraging this trend, and now Sukin, with its “luxurious, natural products​”, seems well placed to tap into the regional demand too.

A stepping stone

International brands expanding into Hong Kong may do so as a stepping stone move towards tackling China more widely, where the market is more dominated by domestic brands.

China’s gross domestic product grew 1.5% from the previous three months, according to the median estimate in a Bloomberg News survey, with brands on the ground there better equipped to adapt to fast-moving customer demands than those from abroad.

Hong Kong is a more accessible market for international brands.

Hong Kong, as a showcase for foreign brands wishing to target mainland customers, has continued to attract new brands to establish a presence here​,” note analysts from HKTDC Research.

Alison Goodger, CEO of Sukin, confirmed the brand has an eye on wider Asian expansion, saying; ‘We have been running successfully in our home market Australia and believe that Asia is a growing market that cannot be missed​.”

According to the latest statistics from the Hong Kong Tourism Board, with arrivals from mainland China accounting for almost 63% (over 22 million) of tourists, shopping tourism continues to increase in Hong Kong, and is one of the key drivers of the skin care and cosmetics market.

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