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L’Oreal expands male grooming business in China

Global beauty business L’Oreal is looking to tap into China’s growing male grooming industry, launching an online and offline marketing campaign, pop-up store and new high-end product line from David Beckham off the back of key consumer insights identified in collaboration with Alibaba Group’s Tmall Innovation Center (TMIC).

Established in 2017, TMIC aims to help brands explore new ways to tap into the Chinese market by using precise market analysis, real-time consumer insights and test models across the 600 million-plus customer base on Alibaba’s marketplaces.

L’Oreal China is one of 62 companies that have worked with TMIC so far.

“We have been very happy to ride the wave of the digital transformation together with Alibaba Group’s Tmall. As the number-one beauty company in the China market, L’Oreal China will continue to deepen collaboration with innovation partners locally to unleash the value of data insights and create value for our consumers,” Stephane Rinderknech, CEO of L’Oreal China, said.

“With our ‘Beauty for All’ mission and consumer centric strategy, our ultimate goal is to bring personalised products, services and experiences to each and every Chinese consumer.”

The first area of focus is the growing male-grooming industry in China, where online sales of men’s grooming products have increased by more than 50 per cent in each of the past two years, according to a white paper produced by L’Oreal and TMIC.

In the past year, 62 per cent of male consumers between the ages of 15 and 50 said they used male-specific facial skincare products, showing a massive addressable market for male grooming products, the white paper said.

L’Oreal China has identified five profile groups of customers with specific preferences, such as those who go for men-only personal care products, those who need a full range of products and those only seeking face, hair and basic products.

Based on the findings, L’Oreal China and Tmall co-hosted an online and offline consumer-oriented marketing campaign, Super U Carnival, last week, where male consumers could discover suitable grooming products with the help of data insights.

A pop-up store in Hangzhou provided immersive show rooms, where customers could explore products tailored to their unique styles and preferences.

The company also launched a new flagship store on Tmall, featuring David Beckham’s House99 range of high-end male grooming products, including skin and body care, hair and shaving products.

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