FORVIL温莎森林入驻HARMAY话梅，加速拓宽全球高端零售版图

Core Insights - FORVIL, a century-old French luxury hair care brand, has officially entered the high-end beauty retail space by launching its core product line in 23 HARMAY stores across China, marking a significant step in its omnichannel strategy in the Chinese market [1][11] - This partnership with HARMAY is not merely a channel entry but represents a strategic move to integrate FORVIL's luxury heritage into contemporary Chinese lifestyle, enhancing its global strategy [1][11] Group 1: Strategic Partnership and Market Positioning - The collaboration with HARMAY allows FORVIL to showcase its signature products, including the scalp micro-ecological balance series and the black pearl hair oil, emphasizing its philosophy of redefining hair care through skincare [4] - HARMAY's unique retail model and its strong base of young, high-net-worth consumers make it an ideal partner for FORVIL, facilitating deep engagement with Chinese consumers [4][8] - This move completes FORVIL's multi-channel strategy, transitioning from traditional supermarkets and duty-free channels to trendy retail spaces, demonstrating its "ubiquitous Windsor Forest" channel strategy [4][8] Group 2: Brand Heritage and Global Strategy - Founded in 1924 in Paris by renowned perfumer Léon Fink, FORVIL has established itself as a symbol of French luxury, blending artistic aesthetics with scientific principles [6] - The brand has built a robust high-end service network across Europe, with over 100 locations in approximately 8 countries, including flagship SPA stores in prestigious hotels [6] - Since entering the Chinese market in 2020, FORVIL has received positive consumer feedback and has expanded its presence in the mid-to-high-end hair care sector, establishing a comprehensive digital retail network on platforms like Tmall and JD [8][9] Group 3: Global Expansion and Future Outlook - FORVIL's global strategy includes penetrating international markets through major cross-border e-commerce platforms like Amazon and TikTok Shop, while also expanding its export business in the Asia-Pacific region and emerging markets [9] - The partnership with HARMAY is a strategic positioning within the high-end beauty consumption landscape in China, contributing to FORVIL's narrative of blending French artistry with global lifestyle acceptance [11] - As the brand continues to increase its high-end touchpoints and expand into various global markets, it aims to write a new chapter in its century-long legacy, transcending geographical and cultural boundaries [11]