Fung Group’s LF Beauty rebrands as Meiyume

PrintFung Group company LF Beauty has rebranded as Meiyume from today.

Pronounced “may-you-may” the brand signifies the company’s evolution its “response to the rapidly-changing beauty landscape and the changing face of today’s consumer,” Meiyume said in a statement.

The rebrand comes after the completion of Li & Fung’s strategic divestment of its three product verticals (furniture, sweaters and beauty) in April this year to form LH Pegasus, which is 45-per-cent owned by Hony Capital and 55 per-cent-owned by the Fung Group.

As part of the rebrand, Meiyume’s business has been restructured into three key divisions: packaging and turnkey solutions, retail solutions and brands.

“I am thrilled to unveil our new brand identity,” said Gerard Raymond, Meiyume’s president.  “We embarked on a transformation journey earlier this year and I am so proud to have reached this important milestone which marks an exciting era of opportunity for our business and puts us on a new path of growth and success. With a new brand and structure, we are best-positioned to connect end consumers and the entire supply chain, and to create value for our customers like no other company in our industry.”

The company, which describes itself as a “one-stop shop partner and supplier of products and solutions for the beauty industry, says the name is a fusion of Mei (美), Chinese for beauty, and Yume (夢), Japanese for dream.

“The new brand positioning is based on the idea of Meiyume as the catalyst shaping opportunities and transforming visions into reality. The look and feel of Meiyume is modern and sophisticated with black, white and grey brand colours that are classic and timeless and with a touch of vibrant red representing Meiyume’s origins with Li & Fung,” the company said.

“Our beauty business has seen a lot of exciting new growth opportunities this year and with our new brand identity crystalised, I’m optimistic about the future and how we can continue to push the beauty industry forward,” said Fung Group deputy group chairman, William Fung.

“It is the right time to undergo a full rebrand and really focus on who we are and the value we deliver to our customers.”

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