China's consumer goods market is undergoing an unprecedented and profound transformation. Looking back at the 40-year consumption path since reform and opening-up, from the stage of material scarcity ('have or not'), to material abundance ('more or less'), to functional efficiency ('good or bad, fast or slow'), and now fully entering the new consumption stage of 'quality, emotion, and meaning.' This is particularly evident in China's daily chemical industry. Personal care consumption, once dominated by 'cleaning functions,' is now being redefined by 'fragrance experience' and 'emotional value.' At the end of October 2025, Wipro Group held the 'Enchanteur Brand 36th Anniversary Celebration and Brand Refresh Strategy Launch' under the theme 'Energy Bloom, Gathering New Life.' Li Yinglin, CEO of Wipro Daily Chemicals China, announced Enchanteur's new strategy, establishing the new vision of 'China's No. 1 French Fragrance Personal Care Brand.' At the same time, the group's Romanov brand also launched its 'Benchmark for Men's Fragrance Care' strategy. This also marks Wipro Group officially sounding the clarion call for the 'golden decade' of fragrance washing and care. Behind the rise of fragrance: from function to emotion**** Wipro Group's launch of a new 'fragrance strategy' is a key decision based on in-depth industry trend insights. Over the past decade, China's fragrance personal care market has undergone a leap from 'niche demand' to 'mass mindshare.' According to authoritative data, the fragrance-related market size grew from approximately 10-20 billion yuan in 2015 to 50 billion yuan in 2023. It is expected to exceed 65 billion yuan by 2025, with a compound annual growth rate as high as 18%-20%. Fragrance is becoming a new standard for consumer choice. 'Functional consumption' makes people clean; 'emotional consumption' makes people happy. Today's consumers not only pursue cleanliness and practicality but also hope to express themselves, regulate emotions, and showcase taste through fragrance. According to industry research data, over 42% of consumers are willing to pay a 10%-30% premium for fragrance products. Now, fragrance is transforming from an 'ancillary experience' to a lifestyle of 'spiritual resonance.' Brand refresh: building a moat for fragrance mindshare**** Understanding this trend makes it easy to see why Enchanteur chose this moment to release its brand refresh strategy. At the event, Li Yinglin elaborated on the positioning of 'China's No. 1 French Fragrance Personal Care Brand.' This includes: No. 1 in market share, achieving dual leadership in 'distribution rate and sales share'; No. 1 in consumer mindshare, strengthening the association of 'Enchanteur = fragrance washing and care = emotional value'; and No. 1 in omnichannel experience, creating industry-benchmark offline experience spaces. For 36 years, Enchanteur has accompanied Chinese female consumers with its 'French fragrance' concept. This refresh strategy launch also marks Enchanteur's upgrade from 'pioneer of fragrance washing and care' to 'leader of fragrance washing and care.' The refreshed Enchanteur uses a three-dimensional upgrade of 'product power, communication power, and channel power' as its engine to reshape the fragrance washing and care landscape. Specifically, there are three dimensions of measures: First, on the product side, Enchanteur has newly launched a 'French romantic' Eiffel Tower-shaped bottle designed by European designers, paired with a unique energy rose formula, achieving 36-hour fragrance retention and a burst of fragrance upon contact with water, defining 'high-energy perfume in the bathroom.' Second, on the communication side, Enchanteur will strengthen mindshare seeding through online platforms such as Douyin, Xiaohongshu, variety shows, and short dramas, as well as offline channels like business district elevators, subways, and buses. It will also combine AI technology to scale up the output of 'personalized fragrance stories.' It is expected to convert 1 million new core consumers in the coming period, achieving full-scenario coverage of 1 billion person-times. Third, on the channel side, Enchanteur will collaborate with distributors to create offline 'fragrance experience spaces,' allowing consumers to truly touch and experience the romance of 'French fragrance.' These are the key upgrade strategies for Enchanteur's brand refresh. At the same time, Wipro's men's care brand, Romanov, has also undergone a strategic upgrade. With the awakening of male consumption concepts, 'fragrance care' will become a new blue ocean segment. Romanov is anchored as the 'benchmark for men's fragrance care,' filling a market gap. Through a complementary product portfolio of men's and women's categories, they together form the 'dual-engine drive' of Wipro's fragrance matrix. In my view, Enchanteur's refresh is a reconstruction of brand power; while Romanov's launch is a re-creation of growth power! Channel co-creation: from logistics distribution to value co-creation**** With the strategic plan for brand refresh in place, it is essential to match corresponding channel and distributor improvements, which is key to whether it can truly land in the frontline market at the operational level. On the channel side, Li Yinglin clearly proposed a strategic path: from 'coverage' to 'efficiency improvement.' This means no longer blindly pursuing distribution quantity, but focusing on improving terminal quality and sell-through efficiency. For example, creating model stores like 'Haohao Duo' and 'Tianhong' to form a replicable 'explosive store model,' and promoting the established model store standards to more quality store systems. At the same time, for lower-tier markets, special project teams will be set up to assist distributors in serving quality township stores to upgrade display and sell-through capabilities, allowing fragrance consumption to truly enter lower-tier cities. In addition, Wipro is accelerating the layout of new channels, such as instant retail flash sales and new CS channels, which will become key breakthrough directions. Through differentiated products and scenario customization, 'instant consumption and refined experience' will become new growth engines. Of course, to achieve the above, relying solely on Wipro Group's own sales system is not enough; downstream distributor partners must also participate. Wipro will also empower distributor partners to jointly achieve 'channel efficiency improvement.' How exactly to empower? Three dimensions: First, role transformation. Encourage and support distributors to transform from single logistics distributors to regional market operators, becoming the main players in city operations. Second, capability transformation. Since they are the main players in regional market operations, they must be equipped with corresponding capabilities. That is, Wipro Group will also provide systematic support such as product training, terminal operation promotion, and consumer insights. Third, profit transformation. After becoming the main player in market operations, the logic of making money also changes. Distributors will no longer earn only the gross profit from transportation price differences. Instead, they will earn incremental profits and premium profits from the dividends of market co-creation. For example, sharing the premium of high-end lines and the market increment from new channel coverage. Regarding distributor empowerment, relevant leaders also introduced specific measures at the event to promote the implementation of this empowerment: First, tens of millions of yuan in brand promotion resources will be fed back to terminals, reducing distributors' market promotion costs; second, fully leverage AI and data tools to empower regional demand insights and help distributors operate precisely; third, set up special incentive policies to focus on model markets and new channel breakthroughs, forming a demonstration effect. At the event, Li Yinglin stated: 'In the next five years, Wipro will work with distributors to move from "distribution cooperation" to "value co-creation," allowing the brand, channels, and consumers to form a symbiotic cycle. We believe that long-termism is the true confidence to transcend cycles.' Summary**** From introducing 'French fragrance' to China 36 years ago to now restarting brand refresh and laying out a dual-brand matrix, Wipro has always maintained stability and innovation amid the waves of industry change. Enchanteur's refresh is the confidence for the brand to transcend cycles; Romanov's breakthrough is a signal to explore the future; and distributor co-creation is the key to achieving sustainable growth. When fragrance becomes a lifestyle and distributors become value partners, Wipro is joining hands with industry partners with the power of 'long-termism' to jointly embark on the golden decade of China's fragrance washing and care.