US beauty group Estee Lauder is set to make its sixth appearance at the China International Import Expo, or CIIE, taking place in East China's Shanghai on Nov 5-10, bringing a selection of 17 brands and over 100 new products.

Liu Wei, vice-president of public affairs at Estee Lauder, said the featured items would include the brand's iconic "Big Brown Jar" Recovery Cream, La Mer's "Miracle Night Cream" and Bobbi Brown's "Black Cushion Foundation".

The expo is seen as providing a valuable platform for Estee Lauder to introduce global innovations to Chinese consumers and gather important feedback. Past examples, such as Le Labo and Aveda, have found notable success in the market.

This year, Estee Lauder's stand will include a "boundless" pavilion built from eco-friendly PETG material, a recyclable choice commonly used in cosmetics packaging. 

This sustainable design is said to underscore the brand's commitment to eco-conscious practices. Following the expo, the PETG materials will be repurposed in collaboration with Tongji University's design faculty.

A new research and development display area will also be introduced, allowing visitors to explore the various stages of product development, from initial consumer insights to formulation testing. 

Since 2023, Estee Lauder's China Innovation R&D Center has served as a hub for creating products tailored to the preferences of Chinese consumers.

An impressive exterior view of Estee Lauder's China Innovation R&D Center. [Photo/WeChat account: shxfzdy]

With operations now in over 600 Chinese cities, Estee Lauder views China as its biggest international market, supported by a mature, trend-setting consumer base. 

By expanding local R&D and establishing logistics hubs in Shanghai's Minhang district and Wuhan city in Central China's Hubei province, the company is said to be strengthening its support for China's dynamic e-commerce sector.