Why Millions in China Downloaded L'Oreal's Makeup Genius App
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Outside China’s most developed cities, where foreign makeup brands can be hard to find in shops, the app also offers a chance to experience the brand and buy online, Ms. Dubey said. Shoppers can share the looks on their social media through all-purpose app WeChat or use their smartphone to purchase any of the products on Alibaba’s e-commerce platform, Tmall.
Ms. Dubey previously led the L’Oral team at Mindshare Shanghai, where she was managing director of Team L’Oral. She was hired by the client two years ago to head L’Oral’s marketing efforts in China. Before that, she had worked at agencies in India and China for 16 years.
As China’s leading skin care marketer, L’Oral had a 12% value share in a fragmented category last year and was also the top cosmetics company, with a 32% share, according to Euromonitor International. In competitive categories, where local and Korean brands are getting stronger, L’Oral is successfully tapping into China’s e-commerce boom.
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