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L’Oréal confirms that Maybelline will proceed to have offline presence in China

Final month, experiences began circulating that L’Oréal was shutting down mass-market make-up model Maybelline’s bodily shops in China and shifting the model on-line fully.

Nevertheless, on the corporate’s first half (H1) earnings name held on July 29, CEO Nicolas Hieronimus confirmed that the experiences have been inaccurate.

Hieronimus acknowledged that Maybelline would proceed to have a bodily presence in China via companions similar to main well being and sweetness retailer Watsons, regardless of the power of e-commerce within the Chinese language market.

“It is true that the make-up mass market in China is 80% e-commerce, however we’ve got brick-and-mortar presence. Now we have hundreds of shops the place Maybelline is current, taking Watsons’ shops for instance.”

As an alternative, Hieronimus clarified that the corporate was shutting down 14 freestanding Maybelline shops that have been underperforming.

“We had 14 freestanding shops of Maybelline which aren’t productive anymore contemplating that the market is closely shifting in direction of e-commerce, so these are those we’re closing.”

This indicators the corporate’s willpower to concentrate on the distribution of Maybelline via e-commerce.

Based on Hieronimus, this may imply that the lion’s share of Maybelline China’s enterprise would happen on-line at 80%, and the remaining 20% could be via brick-and-mortar retailers, primarily drugstores.

North Asia sturdy regardless of COVID-19 woes

In mainland China, the sweetness market contracted considerably initially of the second quarter because of the lockdown. Nevertheless, due to its provide infrastructure, L’Oréal was in a position to deal with disruptions.



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