Amongst the participants, two British fragrance brands, Boadicea the Victorious and PAIRFUM - London by (InovAir Ltd) took part in the Notes Shanghai 2025 exhibition: a key platform for the global fragrance industry. By showcasing their products in an environment frequented by top-tier buyers, distributors, and media professionals, Boadicea the Victorious and PAIRFUM - London by (InovAir Ltd) gained invaluable exposure, built strategic connections, and gathered feedback on their perfume collections directly from Chinese consumers.

Both brands also were at the centre stage of a British Perfume Salon curated by CBBC within the Notes Shanghai 2025, in addition to CBBC Consumer Economy Director Ran Guo, Jeremy Taylor from Boadicea and Huib Maat from Pairfum London, we also had the pleasure of inviting Oliver Walsh, a leading Perfume KOL in China to participate in the Salon, and jointly we discussed and shared views and insights on how niche perfumes are attracting increasing attention in the Chinese market. 

CBBC played a pivotal role throughout the program, leveraging our extensive network and industry expertise to offer guidance on China’s multifaceted retail and e-commerce landscape. Topics ranged from selecting the most effective distribution channels and online marketing strategies to aligning product offerings with local consumer tastes. These insights were critical in helping the brands streamline their approach, adapt to cultural nuances, and refine their sales messages.

By the end of the week, both brands held a deeper understanding on how to tailor their fragrances and branding to suit the Chinese market. The groundwork laid by CBBC will allow each company to enter the Chinese market with greater confidence, accelerate brand awareness, and develop business partnerships more effectively. Ultimately, the successful execution of this programme illustrates how targeted, on-the-ground support can expedite UK brands’ market entry and pave the way for long-term growth in one of the world’s most dynamic retail environments.

Further Enquiries:

For further enquiries please contact Antoaneta.Becker@cbbc.org