Shanghai Jahwa plans to discontinue its weaker personal care lines

Shanghai Jahwa, a Chinese cosmetic company, is planning to concentrate on three of its ‘super-brands, as it pulls out its’ weaker lines, in order to focus on its growth potential in the domestic and international markets.

The firm, which is known for its’ men’s grooming range ‘GF’ and Herborist natural hair and skin care line, still officially needs to confirm as to what the company sees to be its weakest brands, reports cosmeticsdesign.com.

Shanghai Jahwa said the new move is part of its long term goals to focus more on investing in marketing and other areas of cosmetics, which the company believes to be dominated by the multinationals.

According to the market researcher Euromonitor, by 2014, the total sales of cosmetics in China will reach CNY84bn($13.34bn).

The market researcher figures that Jahwa has a 1.6% stake in the China cosmetics industry, a share which is expected to grow to about 58% by 2015, that will make the company stand alongside with some of the biggest international players.

Jahwa, prior to its decision to phase out it’s weaker brands, in February 2012 has announced the selling of nearly €550m worth assets, which it could invest in the international luxury cosmetics market.

Jahwa. in a bid to continue to increase its international footprint, recently partnered with Swallowfield, a UK-based cosmetics and toiletries maker, with an aim to gain access to the European markets.

Both the firms formed a joint venture company (JVC), which is said to help the personal care company with new sales opportunities on the continent as well as expanding its global presence and strengthening margins.

The firm told the website that the new joint venture agreement is part of their ongoing strategy to increase revenues by being a global provider to the international cosmetics and toiletries sector.