Yves Saint Laurent beauty to open first beauty counter in China

Meeting the booming demand for luxury cosmetics in China, YSL cosmetics is expanding to China. YSL cosmetics owner L’Oréal Luxe (which has in its portfolio big players like Lancôme, Kiehl’s, and Yue-Sai) will open a beauty counter in the Shanghai high-end department store Isetan located on the city’s busiest shopping street. By 2015 YSL is expecting China to be its biggest market. The beauty brands intends to launch makeup, perfume and skin-care lines designed specifically for the region.

“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,” Nicolas Hieronimus, president of L’Oréal Luxe, told WWD.

“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. This is just the beginning,” Hieronimus added.