China enters the world of cosmetics for men

China enters the world of cosmetics for men

China enters the world of cosmetics for men

Online town2018: 10: 29.14:13

L'Oreal China enters a strategic association of data innovation with the Tmall Product Innovation Center.[Photo provided to China Daily]

Hangzhou, Zhejiang, 10/29/2018 (the online town) - men are the new objective of the beauty sector, and China is the market to which they are directed, according to the events recently occurred.

On September 28 in Hangzhou, L'Oreal China entered a strategic association of data innovation with the Tmall Product Innovation Center.

The pact between the global consumption brand and one of the largest electronic commerce platforms in China intends to derive knowledge of consumer data and use them to stimulate innovation in product customization, marketing strategy and omnichannel solutions.The final objective will be to provide custom products and services.

Both L'Oreal and Tmall see the category of care of male beauty and the future, and jointly published a report that focuses on the consumption and behavior of men.

To begin with, the L'Oreal group launched five brands: L'Oreal Men;Biotherm;Kiehl's;Clarisonic and House 99 in China on September 25, while Tmall celebrated the week of super experience to help male consumers to find the products they want and need.

Meanwhile, according to the report, the number of male consumers who buy personal care products in Tmall has increased by 47% compared to 2017, while the increase in clients is 31%.

The report indicates that as the use of cosmetics moves from its traditional course, used almost exclusively by women, so that men adopt it more and more, some users see it as a way to improve self -confidence and self -discipline.

China se adentra en el mundo de los cosméticos para hombres

When detecting this trend, L'Oreal China joined Tmall to analyze consumer behavior and divide Chinese men into five personality types.

Types include men who are loyal to professional personal and cosmetic care products (18%);men who pay close attention to the quality of their oral care and perfume (10%);those obsessed with their style (6%);Those who take care of their face with masks, lotions, sun protectors and makeup that includes lipstick, base cream and eyebrow pencils.

The majority, which forms 58%, however, are cataloged under the name "Hetero King Kong" in the report, and focus on taking care of the family instead of taking care of themselves.

They do not show a clear interest in personal care, so this group can be easily manipulated by the market due to their lack of related knowledge and the realization of their own demands.

The consumer's perception of this data -based analysis shows that China's male personal care market is entering a segmentation stage.More and more consumption is aimed at personalized, professional and top quality products, instead of basic facial care.

High -end products for men are also expected to become the category with the highest growth potential in the cosmetics market.

Taking advantage of this growing demand for consumers, L'Oreal China is entering the market with new products and new experiences.

For example, House 99, founded together by L'Oreal Group and the David Beckham football icon, available in Tmall, offers a wide range of skin care products, body care, hair care, hairstyle, shaving and shaving andothers.Not only fills the gaps in personal care products for men in L'Oreal, but also intends to create a community of cosmetics for open and inclusive men in China.

At the same time, in order to transform the perception of analysis into a real experience for consumers, L'Oreal China and Tmall have created the first week of super experience, using macrodatos to enhance retail trade online and offline.

For the online platform, Ali Big Data was used to capture potential consumers, separating men in the five groups mentioned above and personalizing marketing through free -directed free tests.

For the off -line retail trade, a store called Men's Institute was created, which allows users to experience services that include skin detection, with a machine that shows the change the hairstyle in an image with a single click with the support of theIncreased reality technology.

Speaking about the agreement of L'Oreal, Jing Jie, the president of Tmall, said: "In the future, consumers and brands, online and offline, will be linked to the data, and through a deep vision ofMacrodatos, we can really enter the world of consumers.

"On the one hand, we can use the information to greatly increase the efficiency of the supply chain and introduce custom and innovative products, while on the other hand, we can feed consumers with more information and more fun, thus creating a greaterdemand.

"We believe that this will create a new digital operation model and bring unprecedented benefits for consumers".

The Executive President of L'Oreal China, Stephane Rinderknech, said: "When fulfilling our mission of 'offering beauty for all', consumers are the nucleus of our unwavering commitment.

"For our business, macrodates and consumer knowledge are the impulse to redesign the value chain of products, marketing and distribution.

"Macrodatos help consumers make informed decisions and, therefore, to create greater business growth.

"When combining the resources of the Alibaba platform with the L'Oreal brand, we trust that we will continue to climb to the waves of the revolution of the digital transformation.

"We seek to innovate in China, innovate for China and satisfy the growing and diverse demand for consumer beauty products".

(Web editor: Rosa Liu, Rocío Huang)

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