VIDIVICI expands offline presence in China through Watsons, other retailers

VIDIVICI, an in-house cosmetics brand of Shinsegae International, is accelerating its push into Chinese brick-and-mortar retail, building on its reputation there as a leading facial cleanser brand while expanding into cushion foundations and other base makeup products.

The company said Thursday it has placed products in 2,330 of the roughly 4,000 stores run by Watsons, China's largest health-and-beauty retail chain, more than half of the chain's outlets nationwide.

Starting in the second half of this year, VIDIVICI will also enter KKV, a Chinese lifestyle beauty and general goods retailer, launching in 50 stores with two cushion foundations, a cream blush and a tinted lip balm.

The brand is also expanding into premium beauty retailers HARMAY, Pang Donglai, Hema and Rainbow, as well as into Hong Kong through drugstore chain Lung Fung.

VIDIVICI already sells on major Chinese e-commerce platforms including Tmall, Douyin and Kuaishou.

The brand's growth in China has been driven by its Face Clear Perfect Cleansing Foam, developed in 2016 for the Chinese market, which has sold more than 36 mill ...