Due to the trend of digital globalization, luxury brands and the beauty industry face unprecedented variation. Now, Givenchy has chosen Tmall as the exclusive vendor of its loose powder.
On Mar. 1, French luxury brand Givenchy officially opened its official flagship store on Tmall. The store garnered 0.7 million fans, sold 58,000 lipsticks and the sales of its Le Rouge lipstick reached 16 million on the first day. Givenchy’s great start to business beat all the records for sales of beauty and makeup on Tmall.
Givenchy is the top brand owned LVMH, the world’s largest luxury group. LVMH started developing its Tmall business in 2015. Up to now, LVMH has opened nine flagship stores and its five businesses have all settled on Tmall.
In order to cooperate with Tmall, Givenchy Prisme Libre Loose Powder and Givenchy Teint Couture Cushion were exclusively sold in Tmall. In addition, the official flagship store provides an AI make up service called Magic Mirror to follow the trend of new retail. It lets users fictitiously try different lipsticks via their smartphone.
Although many luxury groups were hesitant to sell their products online three years ago, by 2017, luxury brands changed their attitude and are actively working with Tmall and new retail.
For example, via Tmall data, La Mer realized that 30% Chinese users’ favorite skin care products are essence items, and younger Chinese consumers tend to buy luxury items. For this reason, La Mer exclusively sells special small size essence products for younger consumers. According to the data, La Mer has gained a new user group at least five years younger than its typical offline consumer base.
Launching Givenchy Prisme Libre Loose Powder and Givenchy Teint Couture Cushion on the Tmall platform was Givenchy’s pilot test for selling its products via e-commerce in China.
On Mar. 4, Givenchy also attended the 2018 Tmall Beauty Awards. Known as the Oscars of the beauty industry, the event was held in Shanghai.
On Mar. 1, Tmall announced that it would found a “Beauty Billion Club” in 2018. Last year, L’ORÉAL, CHANDO, and SPDC have become members of the club. This year, more than ten brands will join the club including Estée Lauder, LANCOME, SK-II, and Olay.