French perfume brand Serge Lutens, owned by Shiseido Group, launched its first standalone boutique in mainland China at Shanghai’s IFC mall. The opening marks the brand’s official entry into the market. The store’s design incorporates signature elements from its Paris flagship. Prior to this, Serge Lutens had engaged Chinese consumers through exhibitions and trade show appearances. The move comes as China’s high-end fragrance sector grows increasingly competitive, led by established international names like Chanel and Dior, while local brands emphasizing Eastern aesthetics are also gaining ground. Analysts note that new entrants face significant challenges in building brand recognition and customer loyalty in this crowded landscape.

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