- 2023-12-29
- 阅读量：6226
- 来源｜Cosmetic Business Online
- 作者｜Li Ru Hui
Challenging the high-end.
A few days ago, national beauty brand SIT.E announced that it will close its Tmall flagship store and its new fashion house beauty-MASION de SITE line will be available on January 1, 2024 exclusively at SEPHORA.
In 2016, the SIT.E informal group was established with 8 founding members all from the art and fashion related industries.In 2019, SIT.E BEAUTY product conceptualization and design officially began.In 2020, SIT.E BEAUTY was officially launched, positioning itself as a high end experimental visual beauty label.In February of the following year, the first batch of 13 beauty SKUs from SIT.E were launched.
The labels "niche," "quirky," and "individuality" have surrounded SIT.E since its inception, and while other primers focus on concealer, SIT.E went against the grain and launched the "Freckle Airbrush" in hopes of expanding the realm of beauty and telling the public, "Your beauty can come in a thousand forms, and even freckles are just a color enhancement. "While other primers focus on concealers, SIT.E uncharacteristically launched the Freckle Air Cushion, hoping to expand the realm of aesthetics and tell the public, "Your beauty can come in a thousand shapes and forms, and even your freckles are just a color enhancement."
With a genderless philosophy, the brand blends couture house atelier techniques and rich fashion colors to infuse beauty products with rebellious silhouettes, rare materials, nude inspirations and pioneering experiences.
There are two SIT.E beauty lines, the "SIT.E" mass line and the "SIT.E WHITE LABEL" white label line.
"SIT.E" popular line includes "The cinematic series", a lens series that emphasizes photogenic makeup, and "THE series", a line of perfumes. SIT.E's popular line is an omni-channel product line that offers more unique products or design concepts at a price that consumers can afford. All products in the line promote democratic aesthetics: they can be used by men, women, older or newcomers to the workforce. The category covers skincare, color cosmetics and fragrances, with a price range of $200-$450.
As a part of SIT.E's high-end line, the White Label Line focuses on beauty customization, resisting mass production and featuring a high premium. E White Label Line has been preserved to the maximum extent, the whole series is presented in a limited mode, SIT.E White Label Line insists that "life is wonderful because there is no cost-effective things". The line includes 40+ SKUs of beauty and fragrance products.
The announcement that SIT.E will be closing its Tmall flagship store is the result of the brand's channel restructuring.SIT.E's new fashion house beauty-MASION de SITE line will be available exclusively on January 1, 2024 at SEPHORA.
In the interview, byanr, one of the brand's artist representatives, explains, "We were actually working on creating this exclusive collection with Sephora two years ago. This time, we debuted two categories, makeup and perfume. We should be the first Chinese perfume brand to enter Sephora."
The in-depth cooperation with Sephora is a test of the brand's differentiation in all aspects from R&D to branding, and will increase the brand's possibilities for globalization and expansion in the future. In order for consumers to better experience the brand's upgraded style and products, the SIT.E Tmall flagship store will be temporarily shut down, and other service channels will remain unchanged for the time being.
"We are very happy to have found a new direction to explore after a series of unconventional products and marketing through Freckles Air Cushion, Smoking Pipe Lip Powder, Dual Tip Face Foundation, etc. Whether it's SIT.E or MAISON de SIT.E, our original intention of serving a diverse group of people does not change, and we will continue to provide more diversified and recognizable products for SIT.ER. " BYANR said.
As for the brand's layout of other channels, byanr told CBO that in the future, SIT.E will continue to plough into the development of the brand and its products, and continue to expand the penetration of the brand and its products into the offline high-end channels by cooperating with headline retailers like Sephora.SIT.E has also been continuously looking for the direction and path of the flagship store of the brand, which we hope to meet with you in the near future.
It is understood that in June last year, Sephora officially launched the "Shine on China" - Sephora Chinese Brand Luminescence Program, aiming to support five local brands to become high-end beauty representatives with sales of more than 100 million in three years. Up to now, the national beauty brands stationed in Sephora include Olofi, Xiangyi Benqiao Tang, Mary Degree's high-end line, WEI Azure Beauty, etc. The program is aimed at supporting five local brands to become representatives of high-end beauty with sales over 100 million in three years.
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