Traditional Chinese personal care products get new lease of

Traditional Chinese personal care product brands might be struggling in the offline market, but they are making their return in the virtual world, thanks to China’s booming e-commerce. At Taobao, China’s largest online shopping site, historic Chinese brands, such as Hangzhou based Kong Feng Chun (since 1862) and Yangzhou based Xie Fu Chun (since 1830), are gaining a significant following, selling skin care products, hair care products and color cosmetics.

One of the best selling is Zhangzhous classic pearl cream from Fujian province based Pien Tze Huang Pharmaceutical, a traditional Chinese medicine manufacturer whose history could be dated back to 1555. Priced at Chinese Yuan Renminbi CNY48 (USD7.50) per bottle (20g), the cream, labelled as a cure for acne and a natural whitening moisturiser, scored 5,768 bottles at its official online store at Taobao just in one month from 21 December to 21 January.

"I think people like these classic brands for the competitive price and good quality, as well as the nostalgia feeling," said an online retailer selling loose powder by Xie Fu Chun.