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January 25, 2018

Bourjois launches on JD.com to target Chinese market

Bourjois a French cosmetics company, creating make-up fragrance and skincare products, has launched an online direct sales flagship store on JD.com, China’s largest online retailer.

By Pamela Kokoszka

Bourjois a French cosmetics company, creating make-up fragrance and skincare products, has launched an online direct sales flagship store on JD.com, China’s largest online retailer.

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The company has also partnered with Bourjois’ parent company Coty to develop and launch ‘interactive augmented reality (AR) features’ to enhance the online shopping experience.

The AR makeup technology gives users an opportunity to ‘try on’ products such as lipstick, blush and contact lenses virtually, much like they would in a brick-and-mortar store. They can experiment with colours and share the look with friends on social media. This enables the company to connect more deeply with its consumers.

“Bourjois, a brand with a long history as a respected and admired brand, is a strong addition to JD.com,” said Carol Fung, President of JD FMCG. “As more Chinese consumers look to JD.com to buy cosmetics, we look forward to bringing more international, renowned brands onto the platform.”

Max Factor, another Coty brand, has already enjoyed huge success on JD.com since implementing AR makeup technology in September 2017. Sales for Max Factor products have increased by over 100% since the debut.

JD is continuing its push into China’s growing cosmetics market by launching dedicated sales campaigns with several brands including L’Oréal and Clarins.

“China is one of the fastest growing markets for Coty and we are confident that the partnership with JD.com will propel our brands to greater heights,” said Shirley Xue, general manager of Coty consumer beauty Greater China. “This partnership will allow us to leverage JD’s vast marketing resources and extensive logistics network to reach more Chinese consumers.”

The company said it could soon enable online shoppers for more beauty brands to ‘test’ additional products using AR technology, including eyebrow pencils and eyeliner.

JD made a commitment to sell €2 billion of French goods during President Emanuel Macron’s visit to China. The company also held a ‘Celebrate France’ sales event to promote a selection of French products on the site.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.