L’Oréal Will Participate for the First Time as an “Ecosystem” and is Elected as the 1st Rotating Chairman of the Enterprise Alliance Council for the 3rd China International Import Expo

Working with Partners to Jointly Create an Immersive Space of “Good Consumption” that Integrates “Beauty, Technology, and Responsibility”

Shanghai, July 27, 100 days before the opening of the 3rd China International Import Expo (CIIE), L’Oréal Group, having joined the event as the largest FMCG exhibitor for three times in a row, announced its first-ever participation as an “ecosystem” at the expo, with an approach of co-creating content, experience, and activities together with technology start-ups, consumers, and other partners. By this means, Chinese consumers will be able to explore the long-expected and yet close-at-hand “Beauty of the Future”. Meanwhile, at the 1st Meeting of the 3rd CIIE Enterprise Alliance, L’Oréal was also elected as the 1st Rotating Chairman of the Enterprise Alliance Council of this year.

This year, inspired by five latest trends of Chinese consumers’ demand for cosmetics, L’Oréal will gather world-class “New Products”, “Best Sellers”, “Beauty-tech”, and “Open Innovation” to create an immersive space of “Good Consumption” combining “Beauty, Technology, and Responsibility”. It intends to support the CIIE to update from “a global platform to launch new products” to one that pioneers “new concepts, new scenarios, and new solutions” of good consumption for the world.

Fabrice Megarbane, President and CEO of L'Oréal China said, “We are very honored to be elected as the 1st Rotating Chairman of the Enterprise Alliance Council. L’Oréal is determined to give full play to its experience as a leading exhibitor and a member of the enterprise alliance for 3 years in a roll, in order to support the CIIE Bureau to synergize the strength of exhibitors. With our joint efforts, with CIIE’s extraordinary platforms for international procurement, investment facilitation, people and cultural exchange, and open collaboration, we can together make the 3rd CIIE more outstanding, more fruitful ad more impactful.”

At the exhibition area themed “Beauty”, L’Oréal has prepared nothing but amazement with the launch of new brands in Mainland China, not to mention the debut of new products in Mainland China, Asia, and even the world. A number of top sellers, new limited-edition products, and collaborations with world-renowned IPs, all tailored to Chinese consumers, will be introduced to cater to their persistent pursuit of “personalized beauty” and “healthy & happy beauty” with a focus on quality, as well as their preference for high-efficacy skin care, premium products, and diversified brands. This fulfills the group’s commitment to the mindset of “the World for China, China for the World.”

At the exhibition area themed “Technology”, L’Oréal plans to set up a “Beauty-tech Lab” to present the beauty-tech innovation and strategic transformation achievements from deeply integrating artificial intelligence (AI), augmented reality (AR), Internet of Things (IoT), 5G technology and other cutting-edge technologies with beauty products, use and consumption scenarios, marketing models, and supply chains. Perso will have its Asian debut here as the world’s first cosmetic product with customized formulas to be used at home. Apart from showcasing the results of independent innovation and open innovation, L'Oréal China will unveil the winners of its first “Big Bang Beauty-tech Challenge” out of over 500 startups that participated in it. They will present their open innovation pilot projects and lead audience to appreciating the solutions of good consumption that utilize advanced technologies across different industries.

At the exhibition area themed “Responsibility”, guests will have the opportunity to familiarize with the group’s “L’Oréal for the Future” Sustainability Targets for 2030 announced in the middle of the year as well as the latest practices in China and the world. In July, L’Oréal China partnered with Alibaba Group and China Environmental Protection Foundation to initiate the consumer co-creation campaign “Green Parcel Graffiti Competition”, the winners of which will be displayed with the aims of advocating green consumption and good consumption. At this area, L’Oréal will, by means of multi-media communication, narrate how the group and China, the Chinese market and other markets around the globe have supported each other and fought together against the COVID-19 epidemic. There will also be the presentations of various corporate social responsibility (CSR) programs of the group and its brands to create a better future for the world.

“Against the backdrop of international trade and commerce harmed by the global pandemic, China will hold the 3rd China International Import Expo as scheduled, which sends a signal of openness, inclusiveness, shared benefits, and win-win to the world and fuels the global economic development. It embodies people’s hope for a world of shared prosperity.” said Fabrice Megarbane, “Guided by the H.U.G.E Project, we will explore the open innovation with partners in various industries and of different sizes. L'Oréal hopes that on a world-class economic and trade exchange platform that is open, inclusive, and broad-based as the CIIE is, the group can deliver its beauty of uniqueness, diversity, and inclusiveness to the Chinese consumers and gather the wisdom and power from around the world and across industries to generate ecological synergy, to realize good consumption, and to enable consumers, the society, and businesses to co-create new value.”