Introducing Florasis: Learn about this popular C-Beauty Brand and Its Gorgeous Products
Florasis is one of the top new Chinese beauty brands. It was founded as recently as 2017 and came to the market at the right time, as young Chinese people are embracing Chinese brands and traditional Chinese culture. Check out this video to learn more about the brand and see our review of some Florasis products. Or scroll down to read more.
Chinese name: 花西子
Founded: 2017
Hero products: Setting powder and carved lipsticks and powders
Price: 49 -229 RMB
About Florasis:
Out of all the C-beauty brands we follow, Florasis has the most well-defined brand and target audience. Florasis fully embodies the guochao or China Wave trend. Every aspect of its brand, from products, to packaging, to brand ambassadors, to marketing content reflects ancient Chinese culture.
Florasis is very thoughtful and calculated, not running after the latest trends and idols (when it does work with idols it chooses them very carefully), not trying to constantly churn out new products, and not aiming to please everyone and bring in tons of traffic, but to cultivate a loyal customer base of true fans.
The brand was founded in 2017, and in 2018, its sales figures reaches was 43.1M RMB. It really took off in 2019 with 1.1 billion RMB in sales.
Very careful when selecting ambassadors:
Unlike other brands that work with numerous ambassadors, Florasis is very careful when selecting who can represent the brand. So far, it has worked with only 3 ambassadors: top live streamer Austin Li (李佳琦), actress Ju Jingyi (鞠婧祎) and supermodel Du Juan (杜鹃).
Each of them has a purpose:
Austin drives traffic and can give the product quality and colors credibility. He has also worked with the brand behind the scenes on product and branding development as well as marketing strategy.
Ju became an ambassador in May 2019. This was around the same time that she starred in a popular costume drama. Ju is also well-known for her ancient Chinese characteristics. Her style is in line with Florasis’ brand image. The powder featured in the Weibo announcement achieved 120M RMB sales in November 2019.
Florasis’ current ambassador is model and actress Du Juan. Du is very low-key when it comes to social media presence. She doesn’t have a Weibo account, yet every time she attends fashion shows or is featured in magazines, she often attracts lots of buzz. People often relate her to eastern vintage beauty.
Product Development:
Florasis’ products are a work of art. Many of its lipsticks, eyeshadows, and powders are etched with beautiful traditional Chinese designs. The outer packaging is gorgeous as well, often featuring the brand’s signature dark green color.
Because Florasis puts so much time and effort into each product, the frequency of its new product launches is much lower than many other domestic beauty brands who are constantly churning out new products.
The brand likes to involve its loyal customers involved in the design process. It often develops its product 60-70% of the way and then lets the consumers in its private traffic groups make the final decisions.
The brand also holds offline events for loyal customers to have them test out products and get to know each other and the brand.
