Beauty brand Tata Harper names integrated partner ahead of China expansion

Beauty brand Tata Harper Skincare has appointed Gusto Luxe to develop its market entry strategy for China and offer support in areas of positioning, digital and marketing. Both parties will work to execute an engaging social media strategy, supported by influencer activations and offline events. Tata Harper is known for its non-toxic products and the brand said its expansion into China comes as the country's regulations on animal testing for foreign skincare brands have eased since the beginning of June. This led China to become "an attractive opportunity" for the brand, it added. Tata Harper is currently available on Tmall and the brand is running a pop-up at Beijing's SKP Select Mall. 

The company's founder, Tata Harper, said it found a like-minded partner in Gusto Luxe that appreciates and understands its values and what it stands for. "We’re excited to transform our vision into reality in China leveraging unique social media ecosystems and building a community of Tata Harper lovers," Harper said. 

Gusto Luxe's founding partner Chloé Reuter said she believes the market in China has potential for niche beauty brands. "Especially for brands such as Tata Harper, which embody sustainability, wellness and focus on natural, toxin-free ingredients,” Reuter added.

According to the brand's website, Harper was in search for 100% natural products for skincare, which led to her starting Tata Harper Skincare. It has since received various product reviews from various lifestyle publications such as Vogue, Men's Health, Forbes, Elle, and Cosmopolitan. Gusto Luxe declined to comment on additional queries from MARKETING-INTERACTIVE regarding the account win.

Gusto Luxe has experience working in the beauty, lifestyle and luxury space. In April this year, designer boutique Mansur Gavriel also retained Gusto Luxe as the strategic communications partner for China to increase awareness and drive content to commerce ahead of the brand's planned launch on Tmall later this year. Meanwhile, it also previously worked with skincare brand Aesop to handle strategic communications partner for China.

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