Tmall helps May­belline New York lip­stick make a big splash

China Daily (Hong Kong) - - TREND - By HE QI in Shang­hai heqi@chi­nadaily.com.cn

The newly re­leased May­belline New York lip­stick sold over 30,000 pieces in China on the day of its launch, the com­pany said in Shang­hai.

May­belline New York, one of the largest Amer­i­can makeup brands and a sub­sidiary of L’Oreal, worked with Tmall, a brand of the Alibaba Group, for the launch.

Ac­cord­ing to Miao Leiqin, the mar­ket man­ager of May­belline New York, the over­all sales are ex­pected to sur­pass last year’s lip­stick launch by May­belline New York.

“The lip­stick that we launched last year was very suc­cess­ful,” says Miao. “But con­sumers now no longer only to choose the matte tex­ture lip­stick, but pre­fer the moist, clear and high lus­ter prod­uct, so we launched the new prod­uct,” Miao says.

Mean­while, the lat­est Shine Com­pul­sion Crush se­ries has been re­leased only in the Chi­nese mar­ket and is yet to be avail­able in the US, Europe, and other Asian mar­kets, says Miao.

Speak­ing about the event, Xiu Xun, the mar­ket­ing direc­tor of the Tmall Brand Mar­ket­ing Cen­ter, says: “Tmall Su­per Fans Day is the mar­ket­ing IP that we launched this year. We de­fine it as the brand’s fan car­ni­val.”

May­belline has worked with Tmall for a long time.

In March, May­belline and Tmall launched the FIT Me Liq­uid foun­da­tion.

The sales of Fit Me ex­ceeded 100,000 pieces on the day of its re­lease, which broke three beauty makeup records — the top one sales of new prod­ucts launched by May­belline; the top one sales of new prod­ucts launched by Tmall in the beauty makeup in­dus­try and top one sales of new foun­da­tion prod­ucts of Tmall.

PRO­VIDED TO CHINA DAILY

May­belline’s Shine Com­pul­sion Crush se­ries.

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