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Brief Published: 15 Jun 2021

L’Oréal’s Gen Z Youth Push: Phygital Flagship & TikTok Sales


Bidding to capture the attention of ‘very online’ Gen Z consumers, French cosmetics giant L’Oréal has launched a phygital flagship concept store in Shanghai – and is capitalising on its products’ organic TikTok success via the social media network’s recently added e-commerce tools.

WeChat-Linked Store Meets Biometric Tech: The Shanghai flagship gives Chinese consumers a taste of the brand’s Parisian roots with a gamified virtual bike ride through the streets of the French capital. Customers sit on a traditional stationary bike (its wicker basket filled with flowers) in front of a moving street scene on-screen, collecting L’Oréal discount points as they go. 

Each visit is linked to the user’s WeChat account via the L’Oréal WeChat mini program, allowing the brand to provide personalised buying experiences, including offers and discounts, and to contact the consumer afterwards, extending the clienteling process beyond the flagship. 

Also using tech to give shoppers a hyper-personalised experience, face-scanning technology screens are available in-store to provide customers with a printed skin analysis report and provide them with tailored recommendations for which products to pick up in-store. For more, see Biometric Brandscapes

Tapping TikTok Virality: L’Oréal is also capitalising on its existing organic TikTok popularity by using the app’s new social shopping tab to sell products directly through its account pages for subsidiary brands Garnier and NYX Professional Make-Up. The brand has enlisted 14 beauty influencers to promote the launch to create product demo videos that encourage fans to click through to buy. 

TikTok’s short video format makes it an ideal fit for beauty reviews, boosting the sales of myriad products thanks to said reviews going viral. A video review of L’Oréal’s Infallible Fresh Wear Foundation-in-a-Powder garnered over 15 million views earlier this year (The Zoe Report, 2021).

Look out for Social Media Commerce: New Rules & Opportunities, publishing September 9.