French cosmetics brand Bourjois has launched a direct sales flagship store on JD.com, China’s largest online retailer. Bourjois, a brand with over 150 years of history, has already been popular among contemporary French consumers for decades. Now Chinese consumers will have greater access to the brand through the flagship store.
JD continues to push into China’s rapidly growing cosmetics market, launching dedicated sales campaigns with several brands including L’Oreal and Clarins. The company also partnered with Bourjois’ parent company, Coty, leveraging JD’s technology to develop and launch interactive augmented reality (AR) features to enhance the online shopping experience for consumers of Coty products. The AR makeup technology gives users an opportunity to “test” products such as lipstick, blush and contact lenses virtually, much like you might in a brick-and-mortar store. This enables the company to connect more deeply with their consumers.
Shoppers at the Bourjois flagship store are now able to take advantage of JD’s AR Makeup Technology to try on any make-up look they like, experiment with colours and have fun sharing the look with friends on social media. Max Factor, another iconic brand from Coty, has already enjoyed huge success on JD.com since implementing AR Makeup Technology in September 2017. Sales for many of Max Factor’s products have increased over 100 per cent and conversion rates have also grown significantly. JD will soon allow online shoppers for more beauty brands to “test” additional products including eyebrow pencils, eyeliner and blush.
“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.”
“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.”
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