L’Oréal HK pushes eCommerce with weeklong flash sale


Despite the social distancing linked to the COVID-19 pandemic, shoppers still continue their quest for beauty through e-commerce. Betting on the trend L’Oréal, the leading beauty group, has partnered with New Media Group to roll out LUXE BEAUTY FLASH, a week-long online shopping festival.

L’Oréal brands – including Atelier Cologne, BIOTHERM, HELENA RUBINSTEIN, Kiehl’s, Lancôme, shu uemura and YSL BEAUTY – will be offering exclusive discounts and product packages on their online stores. The brands’ physical stores will become experiential salons where beauty consultants will guide and help customers navigate the brand’s online store and make purchases.

To maximize the event’s notoriety and get it talked about in the city, six Facebook Lives will be hosted on New Media Group platforms throughout the period. KOLs like Elva Ni, Manson Cheung, MC Cheung and Emily Lau will interact with the audience and hand out promo codes and giveaways during Facebook Lives. The event center page will be hosted on the website with a full listing of event schedules and featured products.

“The changes in consumer behavior accelerated by COVID have strengthened our commitment to digital transformation. As a leader in the beauty industry, we always aim to drive change. Through beauty events like this, we want to enable our consumers to enjoy an integrated brand experience rather than using online shopping as another shopping channel, ”said Larry Luk, of L’Oreal Hong Kong.

At the same time, L’Oréal recently appointed Jennie Ma to supervise Lancôme as general manager of the North Asia zone.

L’Oréal Luxe includes 26 brands including Lancôme, Yves Saint Laurent, Biotherm, Shu Uemura, Urban Decay, Valentino and Giorgio Armani. L’Oréal Luxe President Cyril Chapuy said on his website that the division is built on the fundamentals of strong and desirable brands, star products and sustainable pillars fueled by superior quality and innovation.

It has also stepped up its sustainability efforts, collecting 11 million empty products for recycling since 2009 through Kiehl’s recycling programs around the world. Additionally, L’Oréal Luxe said eight of its international brands offered and developed refillable products last year. A + M has contacted L’Oréal Luxe to comment on Ma’s replacement.


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