Alibaba's Tmall and L’Oréal China partner up to launch new campaign for men's grooming products

Alibaba Group’s Tmall and L’Oréal China has team up to leverage data-driven consumer analytics and a new value chain that better connects consumers, products and channels. 

Based on the findings of the latest white paper co-developed by Tmall Innovation Center (TMIC) and L’Oréal China Consumer Intelligence Team, the partnership’s first initiative will focus on China’s male-grooming industry.

According to the white paper, online sales of men’s grooming products have increased by more than 50% in the past two years. 62% of the male consumer pool between the ages of 15 and 50 said they used male-specific facial skincare products last year, showing a massive addressable market for male grooming products.

The paper also identified five profile groups of customers with specific preferences, such as those who go for men-only personal care products; those who need a full range of products and those only seeking face, hair and basic products.

They will co-host an online and offline marketing campaign - “Super U Carnival” between 25-30 September. Male consumers will be able to discover suitable grooming products with the help of data insights. While at a pop-up store in Hangzhou, five showrooms are tailored to customers’ unique styles and preferences.  

“With Tmall’s unparalleled customer insight, we are committed to helping L’Oréal China offer its customers best-in-class personalised product experiences. Tmall has transformed product development in every area, from product innovation and brand building to consumer assets and channel management. We help brands discover new demand and markets as well as offer completely new customer experiences,” said Jet Jing, president of Tmall.

The partnership aims to catalyse the consumer-to-business (C2B) approach, based on insights and trends generated from the 600 million-plus customer base across Alibaba’s marketplaces.

“L’Oréal China will continue to deepen collaboration with innovation partners locally to unleash the value of data insights and create value for our consumers. With our ‘Beauty for All’ mission and consumer-centric strategy, our ultimate goal is to bring personalised products, services and experiences to each and every Chinese consumer,” said Stéphane Rinderknech, CEO of L’Oréal China.

Earlier this week, L’Oréal China launched House99 flagship store on Tmall, together with David Beckham, the founder of House99. A full range of high-end male grooming products, including skin and body care, hair and shaving products, are now available on House 99’s Tmall store.