Estée Lauder’s new skin care line aims to be a bestseller in Asia.

The Estée Lauder Companies continues to develop brands for specific markets. Earlier in the year, the focus was on Europe, with Revitalizing Supreme Global Anti-Aging Creme, the company’s first anti-aging skin care product created specifically for European women. Now comes Osiao, a luxury-priced brand developed by the New York-based company’s Beauty Bank division in partnership with Lauder’s local research and development operation, the Shanghai Asia Innovation Center. Osiao will launch in two Lane Crawford stores in Hong Kong. Lauder expects to eventually expand the new brand’s distribution into Mainland China.
 
In August, Fabrizio Freda, president and chief executive officer, told analysts, “China overtook Japan to become our largest Asian affiliate, and our sales there climbed 28 percent in local currency, which enabled us to again expand our leadership position.” He added that Lauder now does business in 58 Chinese cities—20 more than last year.