L'Oréal HK pushes forth eCommerce with week-long flash sale

Despite COVID-19 pandemic social distancing, shoppers are still continuing their pursuit of beauty through eCommerce. Banking on the trend L'Oréal, the leading beauty group, partnered with New Media Group to roll out LUXE BEAUTY FLASH - a week long online shopping festival.

Brands under L'Oréal - including Atelier Cologne, BIOTHERM, HELENA RUBINSTEIN, Kiehl’s, Lancôme, shu uemura and YSL BEAUTY - will provide exclusive discounts and product sets on their online stores. The brands’ physical stores will become experiential salons where beauty consultants will guide and help customers to navigate the brand’s online store and make the purchases.

To maximise the event awareness and make it becoming talk of the town, six Facebook Lives will be hosted on New Media Group platforms hroughout the period. KOLs such as Elva Ni, Manson Cheung, MC Cheung and Emily Lau will interact with audiences and give out promo codes and gifts during Facebook Lives. Event hub page will be hosted on the website with a full listing of event schedules and featured products.

 “The consumer behaviour shifts accelerated by COVID reinforced our dedication to digital transformation. As the leader in the beauty industry, we always aim to lead changes. Through beauty events like this one, we want to enable our consumers to enjoy an integrated brand experience as opposed to using online shopping just as another shopping channel,” said Larry Luk,  at L’Oreal Hong Kong.

Meanwhile, L’Oreal has also recently appointed Jennie Ma to oversee Lancôme as GM for the North Asia zone.

L'Oréal Luxe comprises 26 brands including Lancôme, Yves Saint Laurent, Biotherm, Shu Uemura, Urban Decay, Valentino, and Giorgio Armani. L'Oréal Luxe’s president Cyril Chapuy said on its website that the division builds upon the fundamentals of strong desirable brands, star products and long-lasting pillars nurtured by superior quality and innovation.

It has also been doubling down on its sustainability efforts, collecting 11 million empty products for recycling since 2009 through the Kiehl’s recycling programmes worldwide. Also,  L'Oréal Luxe said eight of its international brands offered and developed refillable products last year. A+M has reached out to L'Oréal Luxe for comment on Ma’s replacement.