The global cosmetics industry suffered huge losses in 2020 due to the pandemic. The decline was particularly severe in markets such as Europe, the US and Japan. In search of a way to survive, various cosmetic brands are focusing on online sales channels and the Chinese market which is rapidly recovering after the pandemic.
In such a situation, online sales and the Chinese market have become two straws of salvation for cosmetic brands. On the one hand, various cosmetic brands are actively exploring online channels, including being listed in major social apps and e-commerce platforms.
On the other hand, China, one of the largest cosmetic markets, has demonstrated strong resilience after the impact of the pandemic. Starting from the second quarter of 2020, several international cosmetic companies have mentioned China as an important engine of strong growth for their performance in their group earnings reports due to the strong recovery of the Chinese market.
Dior has been very “daring” in its social media marketing in China. It is not only the first luxury brand to use WeChat marketing and Weibo stories but also the first international luxury brand to land on Chinese social media such as TikTok and Bilibili. However, this social media pioneer has previously avoid settling in the third-party e-commerce platforms. But in June 2020, Dior’s official flagship store on Tmall launched in a silence. Fragrances, makeup and high-end skincare collections were released at the same time. it was only on June 15, 2020 that the brand announced in Chinese social media Weibo to Chinese consumers of the news – we are on the Chinese e-commerce platform Tmall.
Currently, Dior’s Tmall flagship store is extremely popular with good sales of beauty products such as lipstick, perfume and loose powder. Dior’s official flagship store has a total of 3.76 million followers and 276 SKUs in total. Among them, the best seller ROUGE DIOR was sold 40,000 pieces. , DIOR PRESTIGE is the highest priced product in the flagship store at the price of $558.72/30ml(data as of October 9, 2021).
Previously, Dior Beauty was only sold in two online channels, the official website and WeChat app in addition to the offline stores. While opening its e-commerce platform Tmall, Dior Beauty has not forgotten to consolidate its inherent advantages accumulated in the WeChat. On June 14, 2020, Dior Beauty and Chinese actress Jing Tian, Dior’s ambassador of vitality and energy, conducted a live stream in the WeChat mini-program to sell the new series of products.
Not only that, Dior also announced on the Chinese social media Weibo that the new color of DIOR Dior Makeup Creative and Image Director Peter Philippe designed a new shade of ROUGE DIOR lipstick for Chinese women, 909 Rouge Baby on July 30, 2021. The official platform shows that ROUGE DIOR 909 is exclusive to China showed a tribute to the beauty of China and is also called in the promotion on social media platforms: Retro Berry Red. The lipstick is inspired by DIOR Dior’s first 9.9 Red Lip Day. and the shade is named in tribute to the beauty of Chinese women as interpreted by Angelababy Yang, the ambassador of DIOR Dior China Makeup.
In September 2021, Dior also entered into a partnership with Meitu, a Chinese artificial intelligence-driven technology company. This is another deep collaboration following the joint development and launch of DIOR Dior’s AI Beauty Skin Measurement in 2020. It is reported that this cooperation Meitu provides DIOR with virtual makeup trial services as well as new retail solutions. Users can not only experience DIOR’s makeup products with makeup in virtual way through the campaign area of Meitu camera, but also learn the special customized makeup look online by Peter Philip, the creative and image director of DIOR makeup. It also buy the same makeup products of DIOR on the makeup tutorial page.
Over the past few years, Dior, a globally renowned luxury brand, has begun to pounce on the Chinese market. Through strong localization marketing in Chinese, Dior meets Chinese consumer demand with a traffic-oriented selling mindset that has made it one of the most resilient luxury brands under LVMH in the wake of the pandemic.