THE WHAT? Beiersdorf has announced the launch of its first brand to be developed exclusively for the Asian market. Chaul, as the face care line has been dubbed, is billed as ushering in a new type of facial care range – ‘mindful skin care’ – in the premium segment.

THE DETAILS The range, which is based on fermented tea, will be sold in South Korea before gradual expansion across the region, starting with China.

The brand has emerged from a close collaboration with NX Accelerator, who is managing the launch, and comprises an Early Ritual Water Essence, Early Ritual Ampoule and Early Ritual Cream. The product has been bought to market in less than 10 months.

THE WHY? With Europe and the US still grabbling with the pandemic, Asia is where the growth is. As Stefan De Loecker, Beiersdorf CEO, explains, “The Korean market is playing a pioneering role in Asia when it comes to developing innovative beauty products and digital technologies. With the face care brand ‘CHAUL’, we are launching a product range that was exclusively developed for the consumer needs of the Asian market by our Korean team.”