Luxury cosmetic brand Giorgio Armani Beauty to Join Tmall
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Giorgio Armani Beauty will launch a flagship store on Alibaba-owned B2C shopping platform Tmall next month as part of the brand’s latest campaign to capture China’s fast growing appetite for high-end beauty products, Alibaba said Monday.
The luxury beauty and skin care brand, owned by the world leading cosmetic giant L’Oreal, will hold a series of pre-sale events on Tmall for the next three weeks ahead of its official launch on Jan 16. As part of the rev-up, the brand is offering 4,000 cases of its iconic “My Armani To Go” cushion foundation exclusively to be sold on the platform during the period.
On the day of the launch, the brand will also open a store on the Luxury Pavilion, the invite-only section within the shopping site for premium and luxury brands. Brands including Burberry, Hugo Boss, La Mer, Maserati and Guerlain (LVMH) have joined since the platform was first introduced in August this year.
China’s beauty product sector has seen a boom in recent years in tandem with the rapid development of the Chinese economy. According to China’s National Bureau of Statistics, retail sales of cosmetic items in the first 11 months of this year notched a 13.5% on-year growth, amounting to RMB $228.5 billion ($34.87 billion).
Recognizing China’s fast-growing demand for high-quality cosmetic products and Tmall’s expansive reach with its 500 million active users, many top beauty names such as Lancome, La Mer, MAC, Bobbi Brown, Fresh and Kiehl’s have opened up shops on Tmall in recent years.
In a recent interview with China Daily, Veronique Gautier, global president of Giorgio Armani Fragrances & Beauty, said Armani Beauty has seen stellar growth in China, at twice the speed of the rest of the markets combined.
On Jan 12, several of the Giorgio Armani Beauty’s high-ranking executives will appear at an event in Beijing to announce the official launch of the flagship store on Tmall. The brand will also introduce a high-tech showcase of its 2018 spring-summer collection.
“On Jan 12, several of the Giorgio Armani Beauty’s high-ranking executives will appear at an event in Beijing to announce the official launch of the flagship store on Tmall.”
As part of tie-up, the brand and Tmall will introduce interactive digital experiences for consumers to book offline make-up sessions with beauty advisors, explore its product offerings — from the latest Ecstasy Shine lipstick crafted specifically for the Asian market to its iconic fragrances and Lip Maestro lip gloss.
Entertainment and gamification will also play a major role in attracting customers to Giorgio Armani Beauty’s new online store. By using their mobile phones, users can use the AR-powered interactive feature—Unlock Armani Codes—to scan anything that contains any of the six-letters in the word “Armani.” Those who have collected all six letters will have the chance to win sample kits priced at RMB 260 each.
Questions & Answers
Q.What specifically will Giorgio Armani Beauty do to promote its launch on Tmall before the official date?
What specifically will Giorgio Armani Beauty do to promote its launch on Tmall before the official date?
The brand will run a series of pre-sale events for three weeks leading up to the launch. During this period, 4,000 cases of its 'My Armani To Go' cushion foundation will be sold exclusively on the platform.
Q.How will Giorgio Armani Beauty aim to attract customers to its new online store, beyond just product listings?
How will Giorgio Armani Beauty aim to attract customers to its new online store, beyond just product listings?
The brand plans to use interactive digital experiences, including AR-powered features and gamification, to engage consumers. Users can unlock Armani Codes with their mobile phones to win sample kits, and book offline make-up sessions.
Q.Which other luxury brands have already established a presence on Tmall's Luxury Pavilion?
Which other luxury brands have already established a presence on Tmall's Luxury Pavilion?
Brands such as Burberry, Hugo Boss, La Mer, Maserati, and Guerlain have joined the Luxury Pavilion since its introduction in August this year. Giorgio Armani Beauty will open a store there on its launch day.
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