In an attempt to broaden its presence globally and make deeper inroads in China, the luxury brand Estée Lauder Company is forgoing the traditional method of simply introducing a new ethnic-focused product and is instead adding an entirely new brand to its repertoire. Osiao will be a new skincare brand that will used specialized Chinese medicine combined with American marketing tactics to appeal to its Asian consumers' tastes. "It will be a brand with a unique position, a brand that will give consumers a sense of being local, of being really dedicated to them," said Fabrizio Freda, Estée Lauder Companies' chief executive.