Estée Lauder launches new brand aimed at Asian markets

By

Sarah Ahssen

Published
Jan 4, 2013

American cosmetic company Estée Lauder have launched new brand Osiao in Asia. The brand is designed to cater for Asian skins and was developed at the heart of IdeaBank, a division of BeautyBank, an entity dedicated to the creation of new brands at Estée Lauder.

Osiao was originally exclusively sold at Lane Crawford in Hong Kong and through a partnership with Cathay Pacific Airway but the group is now looking to target Asia on a larger scale. For the brand’s first quarter 2012/2013 - ended this July – sales had increased by 6% in the Asia-Pacific region, mainly boosted by performance in China, Thailand and Hong Kong.

Products from Osiao mix Asian philosophy (traditional Chinese remedies) and western dermatology. Much like Hermès with its brand Shangxia, Estée Lauder wishes to create a luxury brand whose image is in line with Asian values.