Estée Lauder to introduce new skin care brand for Asian market

Estée Lauder Companies (ELC), a US-based manufacturer and marketer of skincare, makeup, fragrance and hair care products, will introduce its new skin care brand, Osiao, developed for the Asian skincare market, in mid-October.

The firm said the new brand is created to address every individual’s unique skin concerns, and to renew skin’s youthful sheen and brightness.

The new skin care line was jointly developed by ELC’s Beauty Bank division and its research and development teams at the Shanghai Asia Innovation Center in collaboration with experts in traditional Chinese medicine, Western dermatology and product formulation science from the East and the West.

The brand will mark its debut exclusively in Hong Kong with Lane Crawford at the Canton Road and Times Square locations.

In addition, the brand will also offer its products at Cathay Pacific Airways, in which a tailored selection of products will be offered on their Hong Kong flights.

Aramis & Designer Fragrances, BeautyBank and IdeaBank global brand president Veronique Gabai-Pinsky said the new brand was developed in Asia, for the Asian woman, which delivers radiant skin glowing to the Asian woman.

"We are thrilled to be able to offer her a truly unique and customized line of products that meets her desires," Gabai-Pinsky added.

Osiao brand features 19 Stock-keeping units (SKU), which are designed for topical application and complementary oral use, including the Inner Radiance Concentrate, a serum, Inner Radiance Essence Lotion, a watery lotion, and the Inner Radiance Beauty Tablets, all of which are specific to consumers basis on the skin composition.