Mecca Cosmetics has launched a flagship store on Alibaba’s Tmall marketplace, marking its official entry into China, according to a report published by Inside Retail Asia.
Launched at an event at The Middle House hotel in Shanghai, the site will initially offer more than 200 stockkeeping units across 22 brands, approximately one third of which are Australian.
Fourteen brands will be new to the Chinese market and exclusive to Mecca. They include Australian brands Frank Body, Go-To, Lanolips, The Beauty Chef, Ere Perez, Mecca Brands’ Mecca Cosmetica and Mecca Max lines and international lines Dr Dennis Gross Skincare, Cosmetics27, Goldfield & Banks, Sol de Janeiro and Merci Handy.
“China is the second-largest premium beauty market globally, behind the United States,” said Jo Horgan, the Founder and Co-CEO of Mecca. “In three years’ time, it’s predicted to be the number-one market. And consumer dynamics in China are changing in Mecca’s favour; there’s a growing interest in niche, premium brands, in more international brands.”
Horgan told Inside Retail Asia, “From our very first store in the Melbourne suburb of South Yarra to now launching in China our second international market, we have stayed true to this philosophy over the last 23 years.
The company has trained 10 Hangzhou-based beauty advisers to support the store and organized Mecca-branded gift boxes and packaging for Chinese customers. Mecca’s Beauty Loop loyalty program, which boasts 1.9 million members in Australia and New Zealand, will also be extended to Tmall customers, offering product previews and exclusives, gift cards, birthday surprises and event invitations.
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