Made for China: discovering what beauty brands really want

By Julia Wray | Published: 28-Apr-2017

As the PCHi expo celebrates ten years of providing inspiration and business opportunities for the Chinese beauty industry, Julia Wray discovers what China’s beauty brands really want

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There is a Chinese proverb, Joe Zhou, Vice President of PCHi organiser Reed Sinopharm Exhibitions, told journalists at a press conference during 2017’s event: “It takes ten years to iron out a sword, sharp, crisp.”

This year’s Guangzhou-based edition, which took place from 21-23 February, was the tenth PCHi, and the past decade has seen it grow from a 7,700sqm expo, developed to facilitate business between local manufacturers and key multinational suppliers, into a 30,000sqm multi-platform event, incorporating conferences, awards, activities and networking schemes – a ‘must attend’ event in the industry calendar.

Over the past decade, China’s cosmetic manufacturers have also whet their appetite for cutting edge innovation over low cost. While ‘good value’ remains essential, this now refers to creating the best possible products within the necessary cost constraints, rather than a dash for the lowest priced materials.

Made for China: discovering what beauty brands really want

Changing China

Merck Chemicals Shanghai, a branch of the Germany-based multinational supplier Merck Group, has been exhibiting at PCHi since the beginning, while Vivien van de Water, the company’s Sales Director of Functional Materials within its Asia Pigments & Cosmetic business unit, has attended for the past four years.

“PCHi has become much more dynamic,” she told SPC. “Originally it was more

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