Body oils are on the rise in China, with consumers flocking to the country’s traditional brand after years of government bans on alcohol.
The trend, which has gained popularity in recent years, is attracting the attention of fashion houses and brands including Burberry, Louis Vuitton, Gucci, Louis de la Rocha, and Gucci Celine.
Some of the countrys biggest players, including Bambford body oils and Tamara body oil from Indonesia, are also among the top-10 brands on the mainland.
Some brands have started to diversify into alternative oils, including the cosmetics brand L’Oréal.
In a bid to combat the rising popularity of the brand’s traditional brands, it is investing in making its own alternative oils.
While it has yet to make a commitment to produce its own, Bambff, the company’s head of sustainability, said the company would invest $1 million in the local market over the next three years.
Bambfonds head of development, James Rizvi, said he hoped the investments would help the brand reach a more mainstream audience, and the company was also looking to expand in the United States and Europe.
“We are very much interested in the American market and the Europeans, where there is a large following, to try and find ways to increase our exposure,” he said.
With more and more women demanding a fuller face, the popularity of traditional body oils is also rising.
A 2014 survey by cosmetics retailer L’Oreal found that nearly 70 per cent of women in the U.S. said they used a traditional product, which included body oils.
In contrast, a 2015 survey by Beauty & Beauty magazine found that only 38 per cent women said they use a traditional oil.
China’s government has cracked down on alcohol consumption in the past two years, with alcohol banned in public places from April 1, 2020.
It has also launched a national campaign against alcohol, which aims to reduce drinking among children and people with drug or alcohol addiction.
Chinese authorities are also trying to control the use of counterfeit brands, including those made by the cosmetics giant Gucci and luxury goods maker Burberry.
A year ago, Burberry reported a decline in sales from China due to the ban on alcohol in the country.
In May, the Burberry store in Shenzhen was raided by police for selling a replica of a Burberry-branded handbag, and an employee at the store was arrested.
Meanwhile, the global brands that have been making an impact in China are also being challenged in the West.
Earlier this year, the British company Calvin Klein announced it was ending its partnership with Burberry in 2021 after two years.
In March, the French brand Stella McCartney announced that it would stop using Burberry’s body oil products and stop producing its own in-house oils.
The brands that are making their mark in China include the cosmetics brands L’Occitane and Guacamole, which both produce their own oils.