Eternal Group CEO: Shanghai inspires new beauty experiences

Shanghai is a laboratory for new beauty and lifestyle experiences, as younger visitors increasingly come to the city not only for sightseeing but also to explore its lifestyle and beauty trends, said Chole Lam, CEO of Eternal Group, at a panel discussion in Shanghai on Aug 26.

The dialogue, titled "Global Executive Dialogue: Global Demand, Shanghai Style", brought together five executives from the retail, outdoor lifestyle, wellness, beauty, and jewelry sectors to discuss Chinese culture, Shanghai-style products, experiential consumption, and services for international visitors.

Eternal Group oversees more than 70 international brands in the fragrance and beauty industry.

Lam said that China was no longer simply adapting to existing norms but was developing its own style. Shanghai's influence makes it the first stop for Eternal when it invites international brand partners to China, she added.

"Western audiences often associate Chinese beauty with the Shanghai-style aesthetic portrayed in the film In the Mood for Love," Lam said. "The city is now moving beyond this familiar image, giving brands opportunities to develop products and retail concepts that blend Chinese culture with contemporary lifestyles."

Lam cited fragrance as an example. Eternal collaborates with brands on special editions for Chinese New Year and Qixi Festival, incorporating Chinese cultural elements into products available exclusively in China, with some offered only in Shanghai.

Lam said city-exclusive products allow consumers to express their individuality while creating memories connected to Shanghai.

That idea is also reflected at Perfume Box, Eternal's multi-brand fragrance retailer. At Perfume Box's "Wulixiang" (literally meaning fragrance at home) concept store in Xintiandi Dongtaili, the name derives from the Shanghai dialect expression meaning "home". A photo spot featuring white magnolia, Shanghai's city flower, provides a setting for selfies, which visitors have shared on social media.

Lam said the store was tailored not only to local consumers but also to visitors seeking experiences and memories they could associate with the city long after their trip.

Access to reliable, multilingual information can also help international visitors and businesses better understand and engage with Shanghai. Lam said her team regularly prepares Shanghai visit itineraries for its global brand partners, incorporating information from International Services Shanghai.

The platform's website is available in 10 languages and provides policies, local tips, and practical support for business, work, study, travel, shopping, and daily life. The platform is accessible via its official website, WeChat, and major overseas social media platforms.

Lam said the multilingual platform helps international visitors find travel information and access government services, making it a valuable resource for those visiting or considering investing in Shanghai.