Jenny Chan 陳詠欣
Apr 16, 2015

Hazardous? No. Honest? Hopefully

CHINA - Actress Jessica Alba is set to launch her Honest brand, a range of baby feeding products, shampoos, personal-care lines, vitamins, diapers and blankets, in China by the end of 2015.

Jessica Alba's baby products brand is due to launch in China by the end of the year
Jessica Alba's baby products brand is due to launch in China by the end of the year

In the US, Honest is sold on the shelves of retailers including Nordstrom, Target, Costco and Whole Foods as well as directly to consumers in monthly subscription packs. In China, the brand would most likely start sales via an ecommerce model, Alba has told US media.

Brian Lee, CEO and co-founder at The Honest Company, believes the brand will “really resonate with the Chinese family looking for non-toxic lifestyle choices”. Scare cases involving gutter oil, chemical-laden milk, and antibiotics-filled food occur so frequently in China that a joke has been making the rounds on the country’s social media: “If you laid someone out flat on the ground, you’d have a human periodic table.”

Chinese consumers have lost faith in local suppliers of products, in particular those for babies and children, that don’t meet safety standards. So Honest touts itself as not just a CPG (consumer packaged goods) company but “a lifestyle, a way of life, and also an education platform … to create a non-toxic world”.

Another obvious reason for the impending launch is the sheer size of the new market: the number of children born each year in China is 22 million, plus the middle class in the country will soon equal the entire US population. Honesty may be the best policy.

 

Source:
Campaign Asia

Related Articles

Just Published

6 minutes ago

The Guardian names Imogen Fox as global chief ...

The mandate covers leading advertising teams in Australia and the United States, apart from the UK.

1 hour ago

Arthur Sadoun on why Publicis didn’t buy IPG and ...

In conversation with the Publicis' CEO after the group reported annual revenue growth of 5.8%.

14 hours ago

Publicis hikes salaries 7% after record 2024 and is ...

Agency group 'reinforces talent pool' as it sees 'opportunity' in challenging 'new Omnicom'.

14 hours ago

Meta, Musk and the imminent death of brand safety

With the brand safety era on its last legs, publishers and advertisers should focus more on brand suitability says Fiona Salmon of Mantis