2021 was another great year for L'Oréal in China. With the team, we achieved great results. Today, I would like to show you one of these major initiatives. It's the L'Oréal Paris Beauty flagship store—we call it La Maison—bringing the best immersive experience from Paris to Shanghai, to our Chinese consumers.

What is an Online + Offline concept store?

An O + O concept store is when technology enables beauty to be even more personalised and offers unique services and experiences to consumers. 

Why does the O+O store better match consumer expectations?

We call today's consumers “phygital” because they are “physical” and “digital”. When a customer comes to our store, they realise how it was built with Beauty Tech solutions. Beauty Tech solutions bring technology to more personalised solutions and “diagnoses”.

The customer behind me has come to the store to select the best skincare product for her skin. This “magic” mirror behind me is powered by ModiFace, AI technology owned by L'Oréal. The mirror will give the customer the perfect beauty routine which exactly meets her skin condition and needs.

“This is your personalised 'diagnosis'. With this golden key, you can now unlock your personalised routine”.

By putting the key here, the customer can choose from the list this product the Revitalift Eye Cream for Face and then place it on the pad to discover the product. That's very important, because today, consumers want to understand what they are buying, and what the impacts and benefits of products are on their skin.

At any moment, when the customer is convinced that the product is right for them, they can select “Add to cart” and purchase this product directly on their phone.

Do you think this is the end? Not yet! Come with me.

At the checkout, this is our recycling station. We encourage consumers to bring back used bottles and put them in this machine to get extra points as a VIP. The conception of these stores was done in a sustainable way, as you can see here with the LEED Gold Certificate. What is important is that we ask our customers to be part of this journey. Their commitment to bringing back bottles is a strong gesture towards the environment, which will also impact the future of our planet.

At L'Oréal, more than 10 brands with hundreds of stores across China provide such stations. It's a strong commitment towards a better future where consumers also have a role to play with us. 

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How is L’Oréal China inventing the beauty of the future?

Inventing the beauty of tomorrow, the beauty of the future. We very much believe it will be powered by technology. This is the sense of Beauty Tech.

At L'Oréal China, we take open innovation as a great opportunity to co-create these technological solutions with local players.

That is the goal of the Big Bang Challenge that we launched two years ago: working with startups, bringing solutions to create an even more personalised and better experience for consumers.

That is also the aim of certain solutions that we offer in this store. Shanghai was one of three hubs for Beauty Tech around the world. Innovating here for China, but also innovating in China to inspire the rest of the world. Our Shanghai office also became the headquarters of the North Asia Zone in the centre of the Beauty Triangle. 

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What is the "Beauty Triangle"?

The Beauty Triangle is a window of opportunity for our newly created Zone in North Asia. It reflects three beauty “worlds”: C beauty, J-beauty and K-beauty. These three worlds of beauty are very impactful and influential on each other, creating new trends and insights for very sophisticated consumers. The Beauty Triangle is the perfect platform. It allows us to work together, as one team, being able to address new consumer expectations and aspirations. The Beauty Triangle is an accelerator of beauty, allowing us to get faster and more relevant innovation and inspire development in North Asia and around the world.

With consumers in North Asia, we create this beauty that will move North Asia while at the same time inspiring and moving the world.