Christian Louboutin Beauty on Monday exclusively launched a flagship store on Tmall – marking the Parisian beauty house’s first official sales channel in China.
Fashion designer Christian Louboutin, famous for his stiletto heels with red-lacquered soles, launched the eponymous beauty line in 2012. The beauty brand features lipsticks packaged in ornate gold and black cases inspired by ancient Babylonian aesthetics, as well as nail lacquer, eye shadow and fragrance collections.
The cosmetic brand said the Tmall flagship offers a full-line assortment of its lipsticks, including its signature “Rouge Louboutin” shade. To celebrate the store opening, Christian Louboutin Beauty hosted a launch party in Shanghai’s fashionable French Concession area and livestreamed the event on Tmall. Tmall Club, the platform’s experiential-marketing unit, invited 10 of the brand’s fans on the platform to the party, where they each received one-on-one personalized advice from professional makeup artists and limited-edition gift boxes from the brand.
With Christmas fast-approaching, Christian Louboutin Beauty also introduced a special-edition packaging service on the site. Consumers can pair their purchase of lipsticks with preserved red roses and custom-made greeting card. For a romantic surprise, they can also opt for a two-step delivery option, where the card would be delivered first, shortly followed by the lipstick.
“We are honored to be Christian Louboutin Beauty’s exclusive channel in China,” said Tmall Beauty head Jason Chen.
“This is an important moment for us. We look forward to exploring more future possibilities with the brand, leveraging our platform’s technology and analytical insights, as well as our growing base of young, active consumers,” Chen said.
China has been the key driver of outsized revenue in the beauty industry in the last couple of years, according to an October report from J.P. Morgan. In 2018, beauty sales in China grew 12.9%, compared with just 4.6% in the U.S. The market is set to overtake the States, the world’s largest beauty market in size by 2023, per the report.
“Younger Chinese consumers are not only more affluent, they are also using skin care much earlier than previous generations,” Andrea Teixeira, head of North America Beverage, Household and Personal Care Research at J.P. Morgan, said in the study. “Alibaba and other e-commerce platforms have accelerated this process, particularly for luxury cosmetics and now represent more than 30% of premium cosmetics sales in China.”