Shanghai's Jing'an district is once again galvanizing the city's retail markets with the launch of the Shanghai International Cosmetic Festival on April 27.

As a key event of the 2025 Shanghai Shopping Festival, it's brought together seven global beauty giants — including L'Oreal, Estee Lauder, Sisley and Clarins — alongside leading domestic brands to unveil their latest innovations.

Nearly 30 brands introduced new products at the opening ceremony, including the global premiere of OLAY's hydro-glow protein serum, Guerlain's fourth-generation Abeille Royale youth watery oil and the upgraded ecological compound from Sisley.

"Through early engagement with consumers at the festival, we aim to deepen market understanding and strengthen brand connections," said Xu Weihua, marketing director of Sisley China.

The event is said to underscore Jing'an's ambition to establish itself as a global leader in the "beauty economy".

In 2024, the district's retail sales of consumer goods topped 160.5 billion yuan ($22.03 billion), leading all central Shanghai districts. In the first quarter of this year, retail sales went above 40 billion yuan. Last year, Jing'an welcomed 234 new flagship stores, including six global first stores, three Asian first stores and 33 national first stores.

At the opening ceremony, Jing'an announced major initiatives to deepen the integration of culture, tourism, commerce, sports and exhibitions. The district launched a four-season event calendar and introduced new consumption incentive policies, aiming to create a one-stop lifestyle corridor.

A wide range of integrated cultural and commercial experiences are also being rolled out to energize new drivers of the beauty economy. In one initiative, Jiuguang Department Store and HKRI Taikoo Hui are offering promotions such as gifts with purchase and group-buying deals, supported by livestreamed sales both online and on-site.

To further boost spending, Jing'an will issue boutique shopping vouchers covering over 1,200 brands in beauty, fashion and specialty retail in late April. On May 1-5, the district will also host the inaugural North Maoming Road auto life festival, blending automotive culture with Shanghai's historic flair.

Source: Shanghai Observer