In China, the famous French skincare company Pier Augé celebrated its first brand ceremony. In order to exhibit the 62-year history of Pier Augé from 1961 to 2023, Diane de COMTE, Chairman of Pier Augé, and Charles Dupont, CEO of the brand, traveled from Paris, France to Changsha.
The brand ceremony was conducted in Changsha because it serves as a model for China’s emerging new tier 1 and tier 2 cities, which are crucial for the country’s consumer market. The new Tier 1 cities and Tier 2 cities have an urban population of over 500 million, which is closer to the greatest urban population in China than Tier 1 cities like Beijing and Shanghai, which have an urban population of just 80 million. Additionally, being a new Internet Poplour city with a sizable number of rising consumer groups yearning for quality, fashion, health, and leisure, this city better represents the brand by showcasing the lifestyle of China’s biggest urban population.
Pier Augé is a brand that conveys a narrative of “Born for love” and was established in 1961 by senior pharmacist Pierre Jules Augé in Monaco. The event was staged to record and honor this attitude. The brand expertly presented Pier Augé’s evolution from its beginning as a gift of affection from a senior pharmacist to his wife with sensitive skin to its expansion in becoming an impact on many generations of French ladies by utilizing a blend of VCR and theatrical sequences to show Pier Augé’s narrative.
Four chapters made up the brand ceremony, each of which focused on a different period of French history and the brand’s accompanying items. The audience was shown in vivid detail the brand’s classic items, hero products, and new products over the brand’s 62-year existence. In the first chapter, a Waltz Masquerade Ball was used to illustrate how the brand’s founding pair met and fell in love. Five iterations of Ental cream, a pioneering product for sensitive skin, were shown in the second chapter, which was set in the 1960s and 1970s in France. The Snow Melt Mask, a specially formulated SPA skincare item that was well-liked in France in the 1980s and 1990s, was the subject of the third episode. The fourth phase, which covered the period from 2000 to 2020, focused on the brand’s use of science, innovation, and French skincare tradition.
The CEO of Pier Augé, Charles Dupont, introduced their most recent chapter by outlining the brand’s three-year worldwide strategy. Pier Augé has had a lot of success in the Chinese market after teaming with S’Young International. As a result of its brand legacy and the cooperation with S’Young International, Pier Augé was able to define its target markets and develop hero goods. Pier Augé received all-around assistance from S’Young’s market expertise to boost the brand’s recognition among Chinese consumers. Now, Douce Aura, the company’s main product, has taken the top place on Tmall Global’s list of imported applied mask creams that may be added to your basket.
As Pier Augé works to increase its worldwide influence and secure its future development, the success of this Brand Ceremony also represented a significant new turning point for the company.