In recent years, the global beauty industry has seen the rise of a new consumer trend—"quiet luxury"—and China is no exception. Traditionally, Chinese consumers have showcased their appetite for luxury through visible, high-end products from brands like La Mer and La Prairie, with premium skincare symbolizing status and beauty. However, this landscape is rapidly evolving as affluent Chinese consumers shift their focus from surface-level luxury to more meaningful investments in personal well-being, longevity, and inner beauty.
According to the latest McKinsey report, although Chinese consumers remain affluent, their spending focus has shifted from traditional luxury goods to more profound experiential consumption. This includes high-end travel, boutique hotels, and comprehensive health management that covers both physical and mental wellness.
One brand leading this transition is Clinique La Prairie (CLP), a renowned name in the luxury wellness space. Their strategic decision to establish a presence in Shanghai Anji reflects the brand's alignment with the growing trend of "quiet luxury." An interview with CLP’s CEO, Simone Gibertoni, sheds light on their motivations and how they plan to integrate into this expanding market.
Strategic Entry—Why Shanghai Anji?
According to Gibertoni, China has always been an important market for CLP. Chinese consumers not only appreciate luxury but also seek high-quality services that align with their growing interest in health and longevity. CLP’s selection of Shanghai Anji as the location for its new project was driven by the beauty of the site and its proximity to affluent cities like Shanghai, Suzhou, and Hangzhou, making it a strategic hub for targeting affluent clients.
"We found an extraordinary location and partner. When I first visited Anji, at our site, I couldn't believe the beauty of the place. In short, a perfect mix of ingredients," said Gibertoni.
This strategic entry aligns with a long-term vision to cater to the growing demand for wellness experiences that offer more enduring benefits, a shift that reflects the Chinese consumer’s evolving preference for longevity over traditional luxury.
Understanding the Target Audience
CLP’s primary target audience in China consists of 80% Chinese clients and 20% foreign clientele. The majority of these clients, according to Gibertoni, are affluent individuals around 45 years old, equally divided between men and women. This demographic is not just seeing luxury, they are passionate about longevity and meaningful life changes, further driving the brand's mission to be "life changers."
A significant portion of the clientele is expected to come from nearby cities, representing some of the richest areas in China. This affluent demographic is looking for more than just high-end skincare; they seek transformative wellness experiences that address their overall health and well-being.
Cultural Adaptation and Expansion Plans
While the core offerings remain consistent, some adjustments have been made to cater to the Chinese market, particularly in the realm of nutrition. This reflects CLP’s sensitivity to local cultural norms while staying true to its wellness philosophy.
Looking ahead, the brand is already planning further expansions across China, with Beijing being a top contender for the next Longevity Hub. In addition to physical expansions, the company is set to launch its "Holistic Health" supplement brand in China, cementing its position in the ultra-luxury wellness segment.
A Fusion of Modern Technology and Wellness
In addition to comprehensive health management services, CLP has introduced its Holistic Health supplement line, transforming 90 years of medical research into daily wellness support. This supplement line targets five key pillars of health: immunity, neuromodulation (stress management), anti-inflammation, rejuvenation, and cellular longevity, utilizing potent bioactive compounds with a proprietary formula.
For instance, the Age Defy series, designed specifically to enhance immunity and promote cellular regeneration, retails at £280 ($355) per bottle. This high-end supplement addresses the growing demand in the Chinese market for anti-aging solutions and meets consumers’ expectations for lasting health benefits.
The launch of Holistic Health supplements further solidifies CLP’s leadership in the ultra-luxury wellness sector. These products integrate advanced biotechnology with clinical expertise, providing unparalleled, comprehensive health support, allowing clients to maintain the health benefits they achieve at CLP clinics throughout the year.
Quiet Luxury: A New Status Symbol in China
The shift towards wellness and longevity as a new form of luxury reflects the broader "quiet luxury" trend, where affluent consumers are opting for more subtle, yet deeply impactful investments. The idea of luxury is no longer just about high-end products but also about personal well-being and quality of life.
This move toward quiet luxury is also reflected in the slowing economic environment. While the high-end skincare market remains robust, the growing demand for wellness experiences signals a profound shift in what defines luxury in China. Today’s consumers are willing to spend on detoxifying retreats, longevity treatments, and comprehensive wellness programs that offer more enduring results, redefining what it means to invest in oneself.
As Gibertoni remarked, "We want clients to leave the clinic and be so enthusiastic that they tell all their friends about their stay at every opportunity. Our focus on experience and results is fundamental."
Conclusion: A Future Rooted in Wellness
CLP’s entry into the Chinese market through its Anji project highlights a shift in consumer preferences, where luxury is defined by inner well-being rather than outward appearances. By offering a blend of medical expertise, cutting-edge technology, and personalized care, the brand is well-positioned to cater to China’s growing demand for wellness as the ultimate luxury.
As the market continues to evolve, it’s clear that brands like CLP, which can offer authenticity, depth, and life-changing experiences, will thrive in this new era of luxury. The rise of quiet luxury in beauty and wellness reflects a deeper understanding of what it means to live a fuller, healthier life, and Clinique La Prairie is leading the way in helping consumers achieve that aspiration.
