Sofitel's Moment of Glory-The Rise and Challenges of a Functional Skincare Brand
2025-04-02
This was Sofitel's moment of glory—thanks to the concept of "functional skincare," its annual revenue once exceeded 1.2 billion yuan, with a market value surpassing 2.8 billion yuan.
As written in the introduction of Sofitel's WeChat service account, it was once the "first Chinese daily chemical stock."
"International brands are moving down-market, and new domestic brands are rising, but Sofitel doesn't fit in either category," noted Li Wei, a daily chemical industry analyst. Procter & Gamble and Unilever dominate over 60% of the market share, while emerging brands precisely reach the Z generation through the DTC model.
Sofitel, however, still relies on traditional television advertising and has a weak presence on platforms like Xiaohongshu and Douyin.
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