On December 8, the famous makeup brand Benefit under the LVMH Group officially opened its flagship store on Taobao Mall, attracting China's youngest group of makeup consumers quickly through direct online sales. This is the first cooperation between LVMH and Taobao Mall, and this new attempt will provide more imagination space for the future online shopping market.
In the official Taobao Mall store of Benefit, although the prices are unified with offline stores, consumers can not only buy the same full range of beauty products as in counters but also enjoy a series of free trial versions of star products. In addition, Benefit will regularly collaborate with Taobao Mall to launch new product debut events, such as during the two periods of December 12 and January 2012, its new "They're Real" mascara will be exclusively pre-sold on Taobao Mall, allowing online shoppers to experience the latest products one step ahead.
Mr. Eric Wu, General Manager of Benefit China, stated: "We hope that our future cooperation with Taobao Mall will be multi-faceted, jointly building a trusted and beloved beauty platform by consumers, bringing 'a smile is the best cosmetic' and 'quick disguise American Benefit culture' to more Chinese women who love beauty."
Mr. Joseph Zhang, President of Taobao Mall, said: "The LVMH Group is one of the most renowned luxury groups internationally. The entry of Benefit into Taobao Mall marks the beginning of high-end cosmetics entering the e-commerce field. We look forward to deeper cooperation with the LVMH Group in the future, jointly exploring the new development of luxury goods in the e-commerce environment."
Benefit has always been deeply popular among young girls who love fashion and cuteness for its retro Hollywood style, bright and bizarre colors, and bold combinations. Some of its star products, like the Lip Balm and Dandelion Powder, have once become popular items in the makeup and fashion world. Now, this fashionable and sexy yet quirky makeup girl is boldly trying out the network, becoming a new high-growth point in the cosmetics industry. According to the reporter's understanding, Benefit started trial operations on Taobao Mall in November, and on the day of the "Double 11" online shopping carnival, it created nearly a million yuan in sales.
With the rise of e-commerce online shopping, any brand or business model must establish closer ties with consumers through e-commerce. Many international brands are attracted by B2C online shopping platforms and start to go online in large numbers, such as L'Oreal, OLAY, Mentholatum, Yuesai, Neutrogena, Davidoff, etc., all opening stores on Taobao Mall to test the waters.
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