The Limited Times

Now you can see non-English news...

Interview with L'Oréal|The e-commerce business breaks through the epidemic and plans to launch the "self-made lipstick machine" to attract customers in the fourth quarter

2021-06-28T08:01:51.968Z


The epidemic has lasted for more than a year. Many women wear masks every day and wear less makeup, or only wear eye makeup instead of lipstick. These changes in consumer habits have affected the sales of cosmetics. Global maximization


Special interviews

Written by: Kuang Yueting

2021-06-28 09:34

Last update date: 2021-06-28 09:34

The epidemic has lasted for more than a year. Many women wear masks every day and wear less makeup, or only wear eye makeup instead of lipstick. These changes in consumer habits have affected the sales of cosmetics.

Yu Baozhen, President and Managing Director of L'Oréal Hong Kong, the world's largest cosmetics company, said in an interview with "Hong Kong 01" that the epidemic has affected the sales of cosmetics, especially the sales of lipsticks. Customers switched to buying moisturizing and long-lasting cosmetics and sunscreen products. If you buy lipstick, you have to buy matte and matte lipsticks. "In the past, people would chase the color, but when they are in the mood, they will buy a few fruit colors. Yijia will want to buy a lipstick with a non-smooth color. I'm so obsessed with putting off the mask, I want to use it at the same time!"

Wearing a mask every day during the epidemic, coupled with the sultry weather in summer, makes the face more oily, increases the chance of inducing acne and acne problems, and also changes people's habit of buying cosmetics.

An earlier survey by L'Oréal found that after the epidemic, 80% of users surveyed used more deep cleansing products, acne products, and oily skin-related products; about 72% of customers wanted to buy longer-lasting lipsticks and foundations.

Yu Baozhen said frankly that the epidemic has increased public awareness of health, and people have a higher demand for medical beauty. They also hope to use more deep cleansing, oil removal, gentle moisturizing and refreshing products to avoid "mask skin".

On the other hand, since wearing a mask, you can only see eye makeup, so many women will focus on eye makeup, resulting in an increase in the sales of eye makeup products such as eye shadow, eyeliner, and eyebrow pencil. Therefore, the company is in the promotion and sales strategy Adjusted accordingly.

Interview with L'Oréal|Building an Inclusive Working Environment The first sister of Hong Kong has memorable the outbreak of the outbreak in Korea for 20 years

Interview with L'Oréal|Revised the propaganda wording to hire a first lady from the port area to scavenger the elderly: take social responsibility as well

Many women wear masks for a long time every day, and focus on eye makeup when applying makeup.

(Getty Images)

Sales in the Asia-Pacific region rose nearly 24% in the first quarter

Although the epidemic continues, the beauty industry has begun to recover.

L'Oréal's global sales in the first quarter increased by 10.2% year-on-year to 7.615 billion euros. Sales in the Asia-Pacific region increased by 23.8% year-on-year, while sales in China increased by 37.9%.

Yu Baozhen described that the business in the Asia-Pacific region had returned to pre-epidemic levels in the first quarter and was optimistic about the prospects. In terms of Hong Kong business, business in the beauty industry returned to positive growth in February, and the company's sales of some brands returned to pre-epidemic levels. Some of them are popular brands and some are expensive brands.

"We have heard that there are 18 brands in Hong Kong. They are expensive to affordable, and they meet the needs of different customers. In recent years, when customers buy products, they have changed from price-oriented to value-oriented. Isn't it worth it!"

Seeing that customers pay more attention to the value of products, in addition to continuously improving product quality through scientific research, the company has launched more personalized products. For example, its medical beauty brand has a personalized essence blending program that can target customers’ skin problems. The medical skin care consultant will then deploy the products; the hair care brand provides hair modification treatments, tailor-made hair care treatments for guests in the hair salon laboratory.

Yu Baozhen revealed that the company will sell the AI ​​smart home device "Perso" in the fourth quarter of this year. Guests can use YSL red, nude, orange, or fuchsia color ink cartridges to adjust a single dose of lipstick color, and more than a thousand kinds of colors can be adjusted. Color combination.

Guests can use the smart home device "Perso" to create thousands of custom lipstick shades.

(L'Oréal's YSL brand webpage picture)

AI equipment to deploy disposable lipstick

She went on to say that in addition to using the original three original colors in the aircraft, guests can also upload their own photos to the "Perso" mobile phone application (app), and then see which lipstick color is more suitable, and even upload favorite celebrities. Photo, and then use the program to find out what color lipstick the celebrity uses, and then make a disposable lipstick.

"I think this is a coveted opportunity. You can configure different lipstick colors according to different occasions and clothes, and then you can post to share with friends. It is not easy to buy a lipstick, and it is a process of use. It's all so personal."

When buying cosmetics, customers need to try the products first to see if there is a "color difference" on the above and whether the effect is as expected. However, due to the raging epidemic, many people will not try the products due to hygienic considerations.

Therefore, the company's Maybelline beauty brand partnered with Watsons to launch the ColourMe beauty camera mobile app, allowing customers to choose makeup filters with different lipsticks, eye makeup, eyebrows, and liquid foundation products for selfies. After the photo is taken, the app will Show what product is used, and you can buy it directly, or store it, and buy it later when you have time.

Yu Baozhen pointed out that the mobile app responded very well and drove the sales of related products. She believes that beauty technology will become a trend in the future, and customers will buy any product with technological elements to improve the efficiency of the sales process.

The Maybelline beauty brand partnered with Watsons to launch the ColourMe beauty camera. Customers can buy their favorite products when they try makeup filters.

(Watsons FB picture)

It is expected that online shopping will account for half of overall sales in the future

If the virtual makeup technology is done well, customers can also "try out" the products during online shopping, which will help the company break through the online shopping battlefield.

L'Oréal's e-commerce sales in the first quarter of this year increased by 47.2% year-on-year, accounting for 26.8% of sales.

Yu Baozhen said that the epidemic has accelerated the global digitalization process, and the e-commerce business has increased significantly. "One year is equivalent to five years of business. There are great business opportunities." She expects that half of the company's overall sales will come from online shopping in the future. Therefore, the company will continue to increase investment in e-commerce business and use online methods to interact with customers. In addition to using live broadcast sales, it will also invite amateurs to promote and share real user trial experiences on social media.

In terms of physical stores, Yu Baozhen said that the company plans to open a new high-end customized cosmetics brand Valentino Beauty store in Tsim Sha Tsui Harbour City in August, and will open 3 more new stores in Macau in the second half of this year.

"Benefiting from the Greater Bay Area policy, there are greater opportunities for business in Macau. We believe that Macau will be more aggressive and open a store. Products sold in Hong Kong have undergone multiple approvals. Therefore, we will launch more innovative products and experiences, and open new brands. Hong Kong opens."

The first "Korean Street" on Hong Kong Island was selected in North Point due to trial operation, sales reached seven figures in the past two weeks

city'super: Double-digit growth in grocery records will launch consumer coupons to attract customers

L'Oréal retail market

Source: hk1

All news articles on 2021-06-28

You may like

Business 2024-03-18T16:36:54.135Z

Trends 24h

Latest

© Communities 2019 - Privacy

The information on this site is from external sources that are not under our control.
The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.