Chinese Top Live Streamer Li Jiaqi Reunite with L'Oreal
- Chaileedo Press
- May 20, 2022
- 4 min read
The fact that L'Oreal get back together with Chinese top live streamer Li Jiaqi was triggered heat discussion among netizens. It is understood that L'Oreal was questioned by many Chinese consumers who believe it is false advertising of its iconic products Ampoule Replumping Mask.
On May 13, Beijing time, Chinese top live streamer Li Jiaqi highlighted L'Oreal Paris' Bright Reveal Spot Correcting Double Essence during his live streaming, and spoke highly of the product. This event triggered a lot of discussion among netizens.
It is understood that on October 20, 2021, L'Oréal's Ampoule Replumping Mask pre-sold in Chinese top Li Jiaqi's live-streaming priced at 429 yuan($67.18). However, the price of the same mask in L'Oreal's live streaming on November 1 is only 257.5yuan($40.25). Before that, the brand announced in Weibo(Chinese biggest social platform) that the price of this mask in Li Jiaqi's live streaming was the "biggest discount of the year" on October 13 and 14. After the complaint from consumers, the words "biggest discount of the year" are deleted in Weibo.
L'Oreal's move has been questioned by many Chinese consumers and they believe it is false advertising. At the same time, tens of thousands of consumers have complained that "L'Oréal Paris disseminated false advertisement but issued a large number of coupons after paying deposit. That moves is suspected to cheat consumers and don't refund the difference in price."
In the early morning of November 18, L'Oreal Paris issued an apology statement saying that the price difference was due to the overly cumbersome promotional mechanism of the platform but did not offer any substantial solution. As a result, Chinese consumers did not accept its apology.
After this, L'Oreal Paris had been disappeared from Li Jiaqi's live streaming. However, it seems that L'Oreal Paris and Li Jiaqi have been quietly "get back together" for a long time. Since February this year, Li Jiaqi resume to promote products of L'Oreal Paris. On February 26, when promotional campaign for Women's Day on March 8, a large number of new products from L'Oreal Paris flagship store were shown his live streaming.
L'Oreal Paris and Li Jiaqi apparently stood on a united front again. In this regard, an MCN agency founder said, "The two is nothing but 'interest'."
According to public data, the skin care and cosmetics achieved sales of $2.4 billion on Alibaba's platform in April, down 22% year-on-year and down nearly 28% month on month. Due to store closures and logistics shutdowns caused by the epidemic in Shanghai, China, international brands have been flat on Taobao and Taobao-related platforms in recent months. According to L'Oreal 2022 first quarter earnings, although the first quarter performance in the Chinese market exceeded expectations, but L'Oreal also confessed that due to the impact of the epidemic in Hong Kong and mainland China, the group's revenue in February and March fell, only to achieve a low double-digit growth beyond expectations.
Industry insiders said that the fastest way to pull sales up at present is only live streaming. So, L'Oreal Paris and Li Jiaqi are bound to resume the relationship.
It is understood that the "Beauty Festival" activities on May 26, L'Oreal Paris is also apparently full of good faith. It offered a good discount on Li Jiaqi's live streaming. According to Li Jiaqi, the original price of L'Oreal Paris Bright Reveal Spot Correcting Double Essence in its flagship store is $63.4. On May 26, the product will be priced at $53.1 with a giveaway of the same regular products.
International beauty brands rarely sell their products at a discount. In the Double 11(Chinese Shopping Carnival) in 2021 and promotional campaign on June 18th, in order to achieve sales and uphold the "principle" of not discounting, a number of international beauty brands are mostly through the gift of small samples, samples of disguised concessions, in order to attract consumers to buy.
In this year's "Beauty Festival" activities on May 26, many international brands have played a "sell regular products with giveaway the same" offer. To Li Jiaqi live streaming, for example, not only L'Oreal Paris, including Guerlain, Estee Lauder, OLAY, Shiseido and other brands, there are many good-selling products to give a "buy one get one free" discount. For example, "Estee Lauder Soft Clean Silky Hydrating Lotion", in Li Jiaqi live streaming is priced at $59.1 / 400ml with a giveaway of the same products with 400ml.
For the live streamers, the international famous brand stationed in the live streaming can help to increase the stickiness of followers to achieve the career of "leap". Of course, for the top live streamers like Li Jiaqi, the cooperation with L'Oreal is more inclined to enhance followers' stickiness.
Since March 28, the number of views of Li Jiaqi's live streaming has been around 20 million, while in early and mid-March, the number of views on Li Jiaqi's live streaming was almost above 30 million.
Both L'Oreal and top live streamers are the head of the industry, cooperation belongs to the strong combination, discard the former suspicion again hand in hand is also reasonable.
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