Co-designing of marketing and sales strategy unlocks Chinese market for a French Cosmetic brand


72 L’ESSENTIEL is a new brand dedicated to sell “Savon de Marseille” soap in China. All soaps are produced in France, then imported and distributed in China.


Within a short time and budget frame, 72 L’ESSENTIEL needed to:

  • Register a Hong Kong Limited Company holding shares of a WFOE in Shanghai. This WFOE had to receive an import-export license;
  • Effectively attract Chinese consumers who are usually looking for historic brands in the cosmetic field making new brand distribution a real challenge in the country;
  • Targeting one major distributor without the product having any brand awareness. In addition to this, identifying small retailers to distribute to.

          Innotek Asia Services:

Innotek Asia supported 72 L’ESSENTIEL in its global approach of the Chinese market through the following actions:

  • Market study and product testing with potential customers;
  • Legal set up of a Holding Co. in Hong Kong and a WFOE in China;
  • Obtaining Import & Export Licenses;
  • Offline Sales Strategy Development successfully locking one major distributor;
  • Online Sales Strategy Development listing products on major online trading platforms.

Customer Benefits: