Karen Murrell and JD Worldwide partner to bring natural lipsticks to China

By Natasha Spencer

- Last updated on GMT

Karen Murrell and JD Worldwide partner to bring natural lipsticks to China
New Zealand brand Karen Murrell has signed a deal with e-commerce company JD Worldwide as part of its plans to enter China’s growing market.

To build up its presence in China, the Kiwi beauty brand will have its own online flagship store on JD Worldwide.

CEO Karen Murrell said that breaking into the world’s second-largest economy was a top priority for the brand, and added that the partnership is essential in helping them reach the Chinese consumers.

“JD’s capabilities, from marketing to logistics, give us a huge advantage in reaching Chinese consumers with our products,” said Murrell. “With sustainability and natural sourcing at the heart of our brand, we’re thrilled to partner with a company who shares our commitment.”

In an online statement, JD Worldwide said the beauty brand would have the total backing of its logistical and marketing capabilities to meet the rising demand among Chinese consumers.

Lipstick sales in China almost doubled last year and JD Worldwide, the country’s largest online retailer, experienced a whopping 187% increase in lipstick sales.

The statement also added that the two companies would work closely together on advertising and marketing.

Demand for green

With the rising demand for eco-friendly products among Chinese consumers, JD Worldwide has been working on introducing more sustainable brands and products on their cross-border e-commerce platform.

In 2017, the total volume of eco-friendly products increased more than half and contributed to 15.1% of total sales on the platform.

Karen Murrell is a premium natural brand from New Zealand that specialises in lipsticks made from natural ingredients such as avocado oil, evening primrose oil, and carnauba wax. The use of such ingredients ensure constant nourishment and hydration with every application.

With the additional of Karen Murrell, JD Worldwide will be able to cater to the Chinese consumer’s rising demand for environmentally-friendly beauty products.

“With growing concern among Chinese consumers about the environmental impact of their purchases, Karen Murrell’s proven commitment to sustainability makes them a perfect partner for us to meet this rising demand for green products,” ​said Ye Yang, General Manager of JD Worldwide.

In addition to its use of natural ingredients, Karen Murrell products are cruelty-free and do not contain harmful substances such as coal tar, carmine or mineral oils. Products are also packaged in sustainably sourced paper and printed with vegetable-based inks.

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