Lancome Achieved 10 Million Sales in 10 Days on Douyin

On May 13th, BST, Lancome opened an official flagship store on Douyin e-commerce. Within ten days after that, its sales exceeded 10 million yuan (about 1.5 million US dollars). China is Lancome's largest market in the world, while the young and active new market growth represented by the Douyin platform cannot be ignored by any brand.

Recently, L'Oreal Group's high-end beauty brand Lancome entered the Chinese e-commerce platform Douyin and opened the brand's official flagship store. Less than a month after the store opened, Lancome achieved an average 10-day daily sales of over 1 million yuan and a cumulative sales of over 10 million (about 1.5 million US dollars). During the just-concluded "Douyin 520 Confession Season" campaign, its turnover reached 5 million yuan (about $750,000 ).

Lancome launched the brand's first live broadcast on Douyin e-commerce on the first day of its arrival. During the live broadcast, Lancome joined hands with Chinese top KOLs such as "Xianmu" and "Yizhi Nannan" to share practical knowledge on base makeup and daily makeup combinations. More than 200,000 people watched the live broadcast, and a single point of praise exceeded one million.

Actually, in order to settle well in Douyin e-commerce, Lancome has also made sufficient preparations.

First of all, before settling in, Lancome and the Douyin platform jointly launched some warm-up activities. The three hot topics #lancome##lancome196##lancome888# have accumulated more than 2 billion views for the brand. Fans' growth and conversions provide a solid users base.

Secondly, Lancome also invited the very popular Douyin platform "Lagging Hot Boy" to cooperate in shooting a video, receiving 754,000 likes. On the second day after the release of the cooperation video, Lancome's official Douyin account released 3 content works of "Lancome's official flagship store has officially landed on Douyin", and all of them gained about 10,000 likes. Many netizens in the comment area said that "they came from the lagging hot boy". Before this, the likes of Lancome's account videos were all around 100.

Finally, on the day of the official announcement, Lancome joined hands with many top KOLs in China to officially announce "Lancome joins Douyin", forming a communication channel of warm-up-user fan growth-voice explosion.

For Lancome, Douyin e-commerce is not only a new platform for performance growth, but also a carrier of content and an output of the brand image. In the emerging interest of e-commerce, brands can accurately reach consumers through content operations; consumers can quickly find their favorite products through search.

China's e-commerce industry has a leading position in the global market, and interest in e-commerce is a new concept derived from e-commerce. The interest e-commerce platform dominated by Douyin e-commerce is an inescapable link for global big names. China's e-commerce industry is moving towards contentization, digitization, and technology. The young and active new market growth represented by the Douyin platform cannot be ignored by any brand.

"E-commerce has brought us a revolutionary change. It enables us to provide cosmetics and beauty services to consumers in all corners of the world. Therefore, we have been vigorously promoting the construction of e-commerce." L'Oreal Chairman Jean-Paul Agon gave full compliments when it comes to Chinese e-commerce. He believes that the use, acceptance and professional ability of digital tools of Chinese consumers are much higher than those in other parts of the world.

China is Lancome's largest market in the world. In 2021, L'Oreal Group's annual revenue reached the US $34.547 billion, the highest in 14 years, of which the revenue in China increased by 50% compared with 2019. The chairman of L'Oreal once predicted that e-commerce would account for 50% of the group's business and said he was ready for that time. "We will invest in building brand loyalty and enhancing the lifetime value of consumers."