TMall and L’Oréal China Target Male-Grooming Industry

On Sept. 28, Alibaba Group’s Tmall and L’Oréal China announced that they will expand their cooperation and find new ways to tap into the Chinese market, leveraging data-driven consumer analytics to better connect products and consumers.

TMall Innovation Center (TMIC), the retail innovation arm of TMall, will work closely with L’Oréal China to catalyze the consumer-to-business (C2B) approach, based on insights and trends generated from the massive customer base of over 600 million across Alibaba’s marketplaces.

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“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 Chinese market, L’Oréal China will continue to deepen collaboration with local innovation partners to unleash the value of data insights and create value for our consumers,” said Stéphane 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 partnership’s first initiative will focus on China’s male-grooming industry. According to a white paper co-developed by TMIC and L’Oréal China Consumer Intelligence Team, online sales of men’s grooming products have soared by more than 50 percent during the past two consecutive years. Last year, 62 percent of male consumers between the ages of 15 and 50 said they used male-specific facial skincare products, which indicates a massive market for male grooming products.

TMIC and L’Oréal China identified five profile groups of customers with specific preferences, such as those looking for men-only personal care products, those who need a full range of products, and those who only use facial, hair, and basic products. Based on the findings of the white paper, L’Oréal China and TMall will co-host a consumer-oriented marketing campaign “Super U Carnival”, and help male consumers find suitable grooming products. At a pop-up store in Hangzhou, five immersive show rooms have been built to tailor to various customers’ unique styles and preferences.

Earlier this week, L’Oréal China launched a flagship store on TMall together with David Beckham named House99. It features a full range of high-end male grooming products, including skin and body care, hair and shaving products, which are all available on House 99’s online TMall store.