Yves Saint Laurent beauty expanding to China

YSL cosmetics owner L’Oréal Luxe is pushing ahead with expansions plan to meet the booming demand for luxury skin care in China. This May, China’s first ever YSL beauty counter will open in the Shanghai branch of high-end Japanese department store Isetan on Nanjing Road, the city’s busiest shopping street.

“We want to keep innovating and surprising the Chinese consumer. Yves Saint Laurent is a beautiful brand that belongs to French haute couture. Chinese consumers, they want the best,” said Nicolas Hieronimus, president of L’Oréal Luxe.

By 2015 the company is expecting China to be its biggest market: “In this country, the sky has no limit because the Chinese have such an appetite for luxury that we can only be excited for the future,” Hieronimus added. “This is just the beginning.”

As more and more Asian customers flock to the brand, special YSL fragrance, makeup, and skin-care lines will be launched specifically for the region.

Brands from the L’Oréal Luxe stable are currently sold in 972 department stores, 140 Sephora stores and 68 airport retail spaces throughout China.

Big L’Oréal Luxe players in the market include Lancôme, which first entered China in 1993, Kiehl’s, and Chinese luxury skincare label Yue-Sai.