Singles Day in China

Double Eleven was a phenomenal success for L’Oréal in China, how can you explain this phenomenon?

We feel deeply honoured that millions of consumers across China chose to celebrate China’s Singles Day on November 11 with us. In fact, we were the number one beauty group on multiple platforms on Double Eleven such as Alibaba’s T-Mall or JD.com.

On Alibaba’s T-Mall, we beat our 2016 record in just 1 hour and 8 minutes and we served around 5 million orders in just one day. If I had to highlight 3 factors that contributed to this success:

• First of all I would mention that we have built the most aspirational love brands and innovative products.
• Second, we have also created breakthrough consumer experiences in many ways that delivered the retailtainment to make Double Eleven a really fun and engaging day as such a shopping festival for our consumers. We did this in many ways for our portfolio of brands, for example, for L’Oréal Paris and Balmain’s limited edition of lipsticks, we brought the Paris Fashion Week to Chinese consumers through a 360-degree live broadcast. Wherever you were, through virtual reality on your phone you were suddenly immersed on the Champs-Elysées in Paris, standing in front of the catwalk and when you rotated your phone you could see the people standing beside you in Paris in real time. Another thing we did was that we extended the Double Eleven online sales festival to offline as well. For example, 6 of our brands had setup popup stores offline with virtual magic mirrors and other innovations.
• Third, we have highly energised teams with a very diverse tone of mix. For Double Eleven, we mobilised our teams all across the country from Shanghai to Guangzhou to fight together for our consumers. For me personally, it’s really a true pleasure and privilege that I got the chance to work with these best people here everyday, as we together invent beauty in China to help with “Sharing Beauty With All”.

Thank you very much!