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Hollywood celebs putting Taiwanese product on the map

When GP Deva became the first Asian skincare brand to open a flagship boutique on Beverly Hills' Rodeo Drive in January, most people probably did not know the brand was originally from Taiwan.

With Taiwan becoming a main market for international brand name products, a number of local brands are fast making advances into the international market and gaining recognition overseas.

"We always tell our customers we are from Taiwan," said GP Deva General Manager Liu Mei-ting (劉梅婷). "This is the message that our founder is trying to send to the world: Taiwan can produce quality products."

In addition to the flagship store on Beverly Hills, the company further expanded its business and opened its first Asian flagship store in Tokyo in May.

The company said many Hollywood celebrities are now users of their essential-oil skincare collection, which, according to the company, was developed over a period of 15 years with the highest standards of quality.

US Olympic track-and-field athlete Gail Devers has publicly testified to the benefits of GP Deva products during a promotional trip to Taiwan after the products helped relieve her respiratory illness, the officials said.

With the brand better known abroad than in Taiwan, the company is now planning to extensively set up outlets in department stores and hotels around the country, Liu said.

She said the company is also trying to expand its product lines to develop GP Deva into a diversified specialty brand.

In addition to the jewelry collection the company has launched this summer, a new leather collection will hit the market next year, Liu said.

Meanwhile, another local jewelry brand, Mirror, is planning to list in Taiwan in the near future after the recent opening of a boutique in the Taipei 101 Mall and a number of outlets in local department stores.

The company's founder, Chen Chia-chi (陳嘉綺), said the next step will be to enter markets in Europe, the US and China.
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