Lancome the Luxury Cosmetics House From France
Lancome Paris better known as Lancome, is a cosmetics brand founded by Armand Petitjean in 1935. As a French luxury cosmetics house, Lancome is part of the luxury products industry, which offers skin care, fragrances, and makeup at higher-end prices. Its brand has operated under L’Oreal since 1964. The beauty philosophy of Lancome is simple: deliver the beauty and elegance of France to the rest of the world. The iconic golden rose of the Lancome logo is inspired by the roses of Le Château de Lancosme. Lancome has also recruited some very famous actresses as endorsers for its products including Kate Winslet, Anne Hathaway, Julia Roberts, Penelope Cruz and from 2011 until now it has been Emma Watson.
Lancome tests water in E-commerce channel through Rosebeauty
Although Lancome remains a major player in China’s traditional media market, it has created China-specific sites of its own as well. Lancome’s e-community site, Lancome Rosebeauty, is now one of China’s top online beauty forums in terms of website traffic, according to CIC, a company that tracks the social media impact and gives strategic advice. Lancome’s e-commerce site is one of Lancome’s biggest point-of-sale venues, reaching over 1,000 cities throughout China. From 2009 to 2010, online mentions of the Lancome brand rose from 5,000 to 50,000 a month (a number almost directly related to the rise in popularity of the Rosebeauty e-community) and the Lancome e-commerce site is now one of the brand’s largest points-of-sale.
Recently, L’Oreal authorized jumei.com(聚美优品) and lafaso.com(乐蜂网) to sell its products on their website, which represented another step towards the rising use of ‘e-commerce’ by the cosmetics industry. This means brands under L’Oreal like Lancome can be bought directly on these sites. Insiders pointed out that full channel marketing will undoubtedly affect the cooperation with conventional channels and the change will affect timing and opportunities for cosmetics companies. Today, the conventional shopping method for cosmetics consumers have evolved. Consumers tend to go to shopping mall counters to try the products and then go on jumei.com(聚美优品), lafaso.com(乐蜂网) and Taobao.com(淘宝网) to screen the prices, sales promotions and peers reviews. More and more consumers are buying their products from these sites. However, these sites must ensure that there are no questions or concerns about the products they sell. Once one customer claims that a product is not what it seems, consumers will choose not to buy that particular product from the site no matter how much cheaper it is than the ones sold in shopping malls.
Daxue Consulting Market Study in China
Picture Source: Lancome Emma Watson endorsement