Procter & Gamble has bought back its Oriental Therapy brand and is relaunching the premium skincare line, which is said to be inspired by herbal medicine, in China, according to a report published by WWD.
First launched in 2013, but since discontinued, the brand is positioned between the masstige Olay and luxury SK-II lines and is hoped to appeal to the Chinese middle class thanks to its premium positioning and Asian ingredients.
The brand is now available via Tmall, WeChat, and Xiaohongshu shopping platforms but yet to launch in bricks and mortar stores.
After the Korean wave, the Japanese brands’ comeback, is it Chinese medecine-inspired premium brands next big thing in cosmetics?
(Source: Global Cosmetics News)