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P&G-owned Tula is expanding in China while ELC-owned brands pull back



P&G-owned Tula has decided to expand in China with a launch on the Tmall Global e-commerce site, social media, Red and Douyin. It also had small strategies on WeChat and Weibo. This comes in the aftermath of the exit of Estee Lauder Companies’ owned Too Faced and Glamglow from Tmall. Brands like Snickers, Gap Inc., and Delta Air Lines, as well as actor John Cena, have also had problems with China related to the Taiwan issue. Additionally, due to COVID, major companies saw a decline in sales, including ELC, Shiseido, and P& G, but the latter is still optimistic about growth rates. Tula started its work in China 18 months ago with research, focus groups, and trials. Marketing, advertising, and influencer relations have been managed by an undisclosed partner in China. With Dr. Roshini Raj, the brand is emphasising its doctor-founded origins and has hired 200 opinion leaders to translate its science to Chinese customers. It has also hired Shirley Chen as VP of International. 2/3rds of Chinese customers said they bought products through live streaming. The company is likely to capitalise on this practice.

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