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Published: 20 Jun 2018

Beauty Brand’s Pop-Ups Defy China’s Animal-Testing Laws

Extra
Ceramiracle

China is the last major country to require animal testing on cosmetics and skincare before these items can be sold to the public – but one cruelty-free brand appears to have found a loophole.  

LA-based skincare and nutricosmetics brand Ceramiracle has emphasised its cruelty-free ethos with inventory-free, digitally led pop-up stores around China.

The company has partnered with the country’s largest digital platform WeChat to enable consumers to make purchases by scanning a QR code, which leads them to the app’s e-commerce store. The products are then delivered to the customer within three days from a warehouse in Hangzhou, a free-trade zone in Eastern China. In this region, goods can be imported, manufactured and exported without direct intervention from Chinese customs.

Ceramiracle is also capitalising on China’s e-commerce opportunity – online sales increased by 32% and totalled $1.2tn in 2017 (China’s Ministry of Commerce, 2018). Stylus’ Retail editor Stefanie Dorfer said: “WeChat is one of the most dominant digital platforms in China, and the perfect gateway for brands wanting to expand into this booming market. A strategy like this should be explored by other cruelty-free brands as they can bypass the country’s animal-testing legislation.”

Forty-seven per cent of millennials check whether luxury brands foster sustainable values before purchasing (Deloitte, 2017) – indicating the importance of considering ethical sourcing and distribution methods. For more on this, see The Great Beauty Green-Up and Doing Good.

To read more about engagement strategies that target the East, see Uni-Commerce Chinese Retail Focus, Asian Beauty Now and State of Mobile: Global Youth Focus.

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