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L’Oréal launches David Beckham’s House99 on Tmall

House99 David BeckhamCosmetics giant L’Oréal and Alibaba Group’s Tmall have deepened their partnership as they find ways to tap into China’s burgeoning male-grooming sector.

L’Oréal China launched House99 flagship store on Tmall earlier this week with football player and founder David Beckham. The new full range of high-end male grooming products includes skincare, hair and shaving products.

“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’Oréal China will continue to deepen collaboration with innovation partners locally to unleash the value of data insights and create value for our consumers,” said Stephane Rinderknech, CEO of L’Oréal China. “With our ‘Beauty for All’ mission and consumer centric strategy, our ultimate goal is to bring personalized products, services and experiences to each and every Chinese consumer.”

The Tmall Innovation Center (TMIC), the retail innovation arm of Tmall, will work closely with L’Oréal China to focus more on it’s male consumers. Research by both companies found that online sales of men’s grooming products have increased by more than 50 per cent in each of the past two years.

“With Tmall’s unparalleled customer insight, we are committed to helping L’Oréal China offer its customers best-in-class personalized product experiences. Tmall has transformed product development in every area, from product innovation and brand building to consumer assets and channel management. We help brands discover new demand and markets as well as offer completely new customer experiences,” said Jet Jing, president of Tmall.

L’Oréal China and Tmall have also unveiled a new campaign, “Super U Carnival”, online and offline from September 25 – 30. Male consumers can find suitable grooming products with the help of data insights. There’s also a pop-up store in Hangzhou with five immersive showrooms to cater to customers’ unique styles and preferences.

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