Armani’s best selling products, Lip Maestro Intense Velvet, has broken the record with sales of 17million pieces sold, millions of people into the store and increase 820 thousand followers on January 16, 2018. The official opening of Armani’s Tmall flagship store & Armani Tmall Super Brand Day were opened on the same day. This high-end makeup that is widely loved by thousands of Chinese consumers set the world on fire and broke four records of Tmall high-end beauty.
According to internal L’Oréal Group data, Armani makeup sales in China are growing phenomenally – up more than 35 percent year-on-year in 2016 and expected to grow more than 17 percent year-on-year in 2017. “Armani Beauty is growing extremely fast in China, twice as fast as the global market,” said Gautier, global CEO of Armani Beauty, in a previous interview.
Sales are the result but also just the surface. The success of Armani’s Tmall flagship store opening this time and even in the Chinese market is based on innovation and deep operations.
Armani’s classic lip glaze became popular in the Chinese market at a time when China’s economic growth was slowing and the “lipstick effect” was highlighted. At that time, a number of brands including YSL, MAC, Givenchy, etc. all took advantage of this trend.
Giorgio Armani founded the brand, Armani, back in 1975 in Milan, Italy, the capital of fashion. With its ultimate elegance and flawless style, it is widely accepted by consumers worldwide and attracted a large number of loyal fans.
In China, Armani Beauty is an important growth engine for the L’Oréal Group’s premium cosmetics division. In February 2019, L’Oréal China CEO Spurgeon revealed at the 2018-2019 Development Strategy Annual Communication Meeting that Armani was among the “Billion Club” along with six major brands – L’Oréal Paris, Lancôme, YSL, Kiehl’s and Maybelline, whose sales have reached the billion-dollar level (1 billion yuan: RMB 1 billion, equal to approximately $155 million).
Armani makeup sales in China grew by more than 35% and 17% year-on-year in 2016 and 2017 respectively. Gautier, global CEO of Armani Beauty, said that the Chinese consumer was “incredible” and the group was “young”, “adaptable” and “they are willing to accept new trends in the world” at the end of 2017.
On May 14, 2020, Armani kicked off its third Tmall Super Brand Day event with the theme #ArmaniBeauty20thAnniversary. On this Tmall Super Brand Day, the total volume of Armani lipsticks on the day was the second highest single-day sale inside the whole year of 2020. Among them, the newly launched Tmall limited new series lipstick for summer sold more than 38,000 units on the first day of its launch and it turned out to be the newest hot single product.
Since its inception, Armani beauty has always upheld high standards. It not only satisfied with bringing women premium makeup, but also wants to go further to help women show their confidence and charm. This brand positioning for femininity has won the favor of countless young women. In this Tmall Super Brand Day, Armani once again proved the brand’s superior status in the hearts of Chinese women consumers with its remarkable performance.
In September 2021, Armani Beauty launched the first online face designer beauty service in China. It applied cutting-edge technology to create customized makeup that showcases consumers’ individual charms.
According to the report, the online face designer will combine Armani’s beauty expertise with advanced artificial intelligence technology to scan, measure and analyze different customers’ facial features thus it customize a makeup that fits the face. The program can provide more than 200 makeups to meet the needs of different consumers based on different skin tones, face shapes and other features in just one selfie.
The online face designer is now available on the Armani Beauty mini app in WeChat and will be available in all Armani Beauty online boutiques worldwide by 2022.