admin Christian Louboutin Beauty has entered the Chinese market for the first time via a flagship store launched on Tmall.
Marking the company’s first official sales channel in China, the launch was celebrated with a party at Shanghai’s French Concession area, which was then live streamed on Alibaba-owned Tmall.com.
Tmall Club, the site’s experiential-marketing unit, gave 10 party goers a one-to-one experience with brand make-up artists and limited-edition gift boxes.
Tmall Beauty head Jason Chen said, “We are honored to be Christian Louboutin Beauty’s exclusive channel in China,” said Tmall Beauty head Jason Chen.
“This is an important moment for us. We look forward to exploring more future possibilities with the brand, leveraging our platform’s technology and analytical insights, as well as our growing base of young, active consumers.”
The site offers a full-range lipstick assortment as well as the brand’s nail lacquer, eye shadow and fragrance collections.
Fashion designer Christian Louboutin, famous for his stiletto heels with red-lacquered soles, launched the eponymous beauty line in 2012. The beauty brand features lipsticks packaged in ornate gold and black cases inspired by ancient Babylonian aesthetics, as well as nail lacquer, eye shadow and fragrance collections.
The cosmetic brand said the Tmall flagship offers a full-line assortment of its lipsticks, including its signature “Rouge Louboutin” shade. To celebrate the store opening, Christian Louboutin Beauty hosted a launch party in Shanghai’s fashionable French Concession area and livestreamed the event on Tmall. Tmall Club, the platform’s experiential-marketing unit, invited 10 of the brand’s fans on the platform to the party, where they each received one-on-one personalized advice from professional makeup artists and limited-edition gift boxes from the brand.
With Christmas fast-approaching, Christian Louboutin Beauty also introduced a special-edition packaging service on the site. Consumers can pair their purchase of lipsticks with preserved red roses and custom-made greeting card. For a romantic surprise, they can also opt for a two-step delivery option, where the card would be delivered first, shortly followed by the lipstick.
Being the second largest economy in the world, the move to cater to Chinese consumers is a shrewd one for Christian Louboutin Beauty – and by teaming up with the all-powerful Tmall, it’s undoubtedly cemented its success in the region.
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