#China #Cannes #Eternal Beauty #China Fragrance #TFWA Exhibition

Eternal Beauty Holdings Launches 2025 China Perfume White Paper

Eternal Beauty Holdings Limited, a leading player in China's beauty and fragrance sector, made headlines at the 41st TFWA World Exhibition & Conference by unveiling its 2025 China Perfume & Fragrance white paper. Thematically titled "Unlocking China's Fragrances", the report addresses the increasing global influence of Eternal Group and highlights its role in bridging renowned brands with the booming fragrance market in China.

Wendy Lau, President of the International Fragrance Association and General Manager of Eternal Group, expressed, "It's a pleasure to welcome you today as we explore one of the most dynamic and influential markets in the world, China. Here, growth is not just rapid; it’s revolutionary. Through this evolution, Eternal has established more than just a business; it has built a bridge—linking global brands to Chinese consumers, merging tradition with innovation, and turning ambition into reality."

Understanding China's Olfactory Economy: A Shift for Growth

Amidst fluctuations in the global market, the Chinese perfume sector is asserting itself as a global growth engine and a local benchmark for resilience. Its growth trajectory consistently outpaces other categories within the beauty market, pointing to the overall stability of this sector. A notable shift is visible with male consumers and Generation Z from smaller cities gradually unleashing their spending potential, providing a fresh impetus to the market.

High-value consumption has emerged as a core growth driver, as the market evolves into an era where "emotion-driven purchases" reign. Fragrances are now viewed as instruments for expressing personality, managing emotions, and offering an escape from reality. Over 40% of consumers now choose their fragrances based on specific occasions or emotional states to achieve relaxation, emphasizing the significant role of perfumes in emotional well-being.

Moreover, the demand for increasingly sophisticated fragrances among Chinese consumers is driving the category into a new growth phase. According to the white paper, 81.1% of consumers have integrated fragrances into their daily routines, with 86.1% of these individuals extending their personal scent preferences into their living spaces.

The report also highlights that the in-store olfactory experience is a primary factor in purchasing decisions. Initiatives like the Nose Idea x TNT space (a design toy brand that features original, protected creative works) and the Perfume Box sensory space showcase how Eternal assists international brands in blending cultural relevance with experiential retail to enhance consumer engagement.

Approaching the Chinese Market: Strategies for International Brand Success

During a panel discussion at the exhibition, industry experts, including Chole Lam, CEO of Eternal Group, Patrizio Stella of Give Back Beauty Group, master perfumer Alberto Morillas from DSM-Firmenich, and Jose Santiago Moreno Wolters, Global Head of Consumer Insight for Fine Fragrance at DSM-Firmenich, emphasized the vital need for localization by global brands to cater to the diverse needs of Chinese consumers.

Beyond mere brand adaptation, Dorothy Liu, Vice President and Deputy General Manager of Merchandising for China Duty Free Group, and leaders at Eternal Group underscored that a successful entry into the Chinese perfume market requires compliance with regulations. Duty-free chains like CDFG (China Duty Free Group) offer privileged access, while Eternal provides an integrated operational ecosystem to mitigate market entry risks.

Looking ahead, Eternal Group aims to continue being a strategic gateway, building on over four decades of expertise and insights, as articulated in its white paper, ensuring sustainable growth for international brands in the Chinese market, while bolstering the long-term vitality and prosperity of the entire sector.

About Eternal Beauty Holdings Limited

Eternal Beauty Holdings Limited stands as the largest fragrance group (excluding brand-owning fragrance companies) in China (including Hong Kong and Macau) by retail sales in 2023. Primarily, it sells and distributes products sourced from third-party brand license holders and facilitates market entry and expansion plans customized for these brands. The group boasts a significant and diverse brand portfolio, encompassing not only perfumes but also makeup, skincare products, personal care items, eyewear, and home fragrances. By June 10, 2025, the company was responsible for the distribution and market development of a total of 72 external brands, including prominent names such as Hermès, Van Cleef & Arpels, Chopard, Albion, and Laura Mercier, offering a range of price points and versatile products that meet the varied demands of consumers in mainland China, Hong Kong, and Macau.