For a long time, the fragrance, makeup, skin care and circle glasses mens businesses of luxury brands have been operated through licensing. The reason is simple: these categories are cheaper and belong to the entry level of luxury brands, but they play a crucial role in reaching out to and accumulating those potential consumers - guiding consumers who do not have the income level to buy leather goods and ready-to-wear. Through only a few hundred thousand yuan of spending, you have a product printed with Dior, Chanel, Gucci, DG logo. When you take out a Chanel lipstick from your handbag in the bathroom and touch up your makeup, then wear Gucci sunglasses and leave, leaving behind the smell of classic Dior True Self perfume, that desire for luxury is somewhat satisfied. It psychologically releases your pursuit of fashion, quality and taste, and this little bit of "satisfaction" will prompt you to spend a sum or several larger expenses in the future one day to purchase the core leather goods and clothing business of luxury brands. It is important to know that the accumulation of wealth and the rise of class are almost inevitable results with time. Perfume, makeup and eyewear have long been an insurance policy for luxury brands.

The design, production, distribution and other work of these businesses are fully authorized, of course, because the sales of these categories are really insignificant compared with the profits of leather goods and clothing. These luxury brands with a century-old history have survived two world wars and must have mastered the best distribution method of business and profits in most cases, as well as the ability to cope with crises and market changes. However, compared with perfume and cosmetics, glasses have one significant advantage - people can see the brand logo directly from the frame of the glasses, even those logo design is not obvious, once the fashion blogger or celebrity wear into the Internet celebrity style, will become highly recognizable. This sign of taste and purchasing power is especially effective among entry-level consumers, and it is a show off that perfumes and cosmetics cannot satisfy.

One theory is that Chinese consumers, once keen to buy big logos from luxury brands to show their status and wealth, have changed. In fact, in essence, consumers will never change, from liking big logos to preferring low-key styles, but the way of showing off has changed. Glasses with a small logo can seem more casual than buying a classic handbag that everyone knows about. More commonly, it is not to buy high class, but to create a high class sense.

Luxury brands always insist on their own necklaces, watches and other accessories, used to match each season's new launch. But glasses, which are also accessories, are more practical than necklaces and watches - the latter's useful function of reading the time has long been replaced by smartphones. This basically explains why it was inevitable for luxury brands to take ownership of the eyewear license.