The perfume market in China is a sector that is constantly growing in popularity. In 2022, it had a market revenue of around RMB 16.9 billion (USD 2.3 billion) with a year-on-year increase of 24.3%. The fast-growing market has attracted both domestic and foreign players. Indeed, since 2017, more than 2,000 perfume brands entered the Chinese economy. In recent years, inland players have become more popular among young consumers, Gen Z in particular, which prefers buying domestic-produced perfumes rather than imported ones. Therefore, Chinese luxury perfumes such as RECLASSIFIED are thriving.
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Reclassified and the innovation of the “light salon”
Reclassified (RE调香室) is a luxury perfume brand born in 2013 in Shanghai. The brand started as a “salon perfume” seller and continues this philosophy to this day. Indeed, since its creation, Reclassified in China introduced the concept of “light salon” (轻沙龙), meaning that the perfume shall not be only something that an individual uses exclusively for himself, but needs to open up, so that as many people as possible can experience the fragrance. Furthermore, the brand refers to “salon perfume” to underline that they are a niche luxury brand that is not concentrated on appearance, but on the actual scent. Therefore, the refinement of bottles and packaging is left behind to give more space to the quality of their ingredients.
As of 2022, the brand counts more than 100 stores across almost 60 Chinese cities. In the same year, Reclassified was in the top 15 most appreciated perfumes in the country along with other famous brands such as Scent Library (气味图书馆) and the men’s perfume brand “SOLEHE” (和风雨). Another strength of the brand lies in its wide variety of products. Indeed, apart from selling perfumes, Reclassified also specializes in body lotions, creams, and candles.
Source: Reclassified.com, other products shown on the Reclassified shop
Consumer experience is the basis of Reclassified success
The company behind the success of Reclassified in China is the Shanghai Xiangmao Trading Co. (上海翔贸机电), a trading and investment company that founded the brand in 2013. Although it was an already affirmed brand in the Chinese perfume market, in January 2021, the investment company CITIC holding (中信资本) stipulated an investment agreement with Shanghai Xiangmao, with the objective of further developing the beauty and perfume industry in China and giving the possibility to a wider range of people to get in touch with the Reclassified brand.
Apart from the external investments, one of the main features of the perfume company lies in prioritizing the consumer experience. Since 2016, Re Classified in China has allowed personalizing their own perfumes to its consumers. Consumers can find a section in their website which is completely dedicated to creating their own perfumes by mixing the fragrances.
Source: reclassified.com, process of a DIY perfume, from choosing the fragrances to its bottling
Reclassified on social media: immense share compensates the few followers
Despite the scarce popularity of Reclassified on Chinese social media, with its Douyin official account (RE调香室) counting roughly 2200 followers and its Weibo account (RECLASSIFIED调香室) only 91,000, the brand relies a lot on users’ threads. Indeed, Reclassified can boast a high number of shares in its official Weibo hashtag (#RE调香室#), which has more than 11.2 million views. This is partially due to the fact that, in recent years, Gen Z has gained progressive interest in niche luxury products, such as Reclassified perfumes.
The hashtag is also used by many influencers and key opinion leaders to share their reviews about their products. As an example, on April 22nd, 2024, the Weibo beauty influencer 变美你冲不冲 (The beauty you can’t rush), whose profile has more than 420,000 followers, positively reviewed Reclassified freshly launched bergamot fragrance. Furthermore, car fresheners are another product that is vastly appreciated by social media users both for the quality of fragrances and for the elegance of the product itself.
The continuous search for refined ingredients: Reclassified x Dominique Ropion collaboration
Apart from classical products, Reclassified in China recently launched an important collaboration to create new fragrances. In March 2024, the Chinese perfume brand partnered with Dominique Ropion, a world’s famous French master perfumer, and launched a series called “Masters of light” (逐光大师系列). The collaboration explores the combination of different fragrances of natural and refined ingredients such as pine needles, cashmere, and black tea. The collaboration was announced through a video posted on Weibo which, as of May 2024, has more than 15,000 views. The bottles are sold in two different measures: 50ml and 15ml, and have a price ranging from RMB 346 (USD 84) to RMB 614 (USD 85).
Source: reclassified.cn, Reclassified x Dominique Ropion official collaboration banner
Reclassified in China: from niche luxury perfume to an internationally famous brand
- With the increasing popularity of the Chinese perfume market and the constant growth of inland players, Reclassified is seen as one of the most famous luxury fragrance brands in China.
- Founded in Shanghai in 2013, Reclassified immediately revolutionized the perfume market introducing the concept of “light salon”. According to the brand’s philosophy, a perfume is not about visual appearance, but its ingredients. Therefore, the brand constantly searches for more refined and natural fragrances to add to their products, including perfumes, body lotions and candles.
- After the investments of CITIC holding, reclassified has the possibility to get known to more consumers. However, the brand was already famous for its DIY formula which, since 2016, allows consumers to create their own fragrance.
- Social media are another important factor for Reclassified success in China, having many trending hashtags and letting KOLs give their opinions about the brand’s products.
- Recently, Reclassified further developed its search for refined ingredients. In March 2024, the Chinese brand collaborated with Dominique Ropion, an important French master perfumer, and launched the series “Masters of light”, whose promotional video reached 15,000 views on Weibo.
Strategic insights for the Chinese perfume market: collaborate with Daxue Consulting
As Reclassified continues to shape the luxury fragrance market in China with its innovative “light salon” approach and dedication to natural, refined ingredients, staying ahead in this dynamic sector is crucial. Daxue Consulting offers deep consumer insights and market research tailored to the unique characteristics of China’s perfume industry. Our expertise can help you understand the evolving preferences and trends that influence consumer behavior, enhancing your strategy and positioning. Whether you’re looking to explore new market segments or optimize your product offerings, our consulting services provide the necessary tools to thrive. Contact us today to learn how we can assist in elevating your presence in the competitive Chinese perfume market.
