Aiming to capitalize on the rising interest among male consumers in beauty and grooming products, the online retailer and the personal care giant teamed up for an on- and off-line men's campaign

Understanding and targeting a customer base is a crucial business endeavor for many brands. For Alibaba Group’s Tmall and L’Oréal China, researching and strategizing how to reach male customers, an increasingly captive demographic, has become an important agenda, resulting in a new campaign centered around male-specific grooming supplies.

According to a white paper created by Tmall Innovation Center (TMIC) and L’Oréal China Consumer Intelligence Team, online sales of men’s grooming products increased by more than 50% over the past two years, with 62% of men between the ages of 15 and 50 using male-specific facial skincare products.

Using that data, the two companies created the “Super U Carnival” campaign, targeting customers both online and off. One key component was the pop-up store in Hangzhou, which included five immersive showrooms each tailored to different popular styles and preferences. In addition, the initiative included the launch of House99 with David Beckham, an online store that will feature a full range of high-end male grooming products.

L’Oréal China | Tmall

Understanding and targeting a customer base is a crucial business endeavor for many brands. For Alibaba Group’s Tmall and L’Oréal China, researching and strategizing how to reach male customers, an increasingly captive demographic, has become an important agenda, resulting in a new campaign centered around male-specific grooming supplies.

According to a white paper created by Tmall Innovation Center (TMIC) and L’Oréal China Consumer Intelligence Team, online sales of men’s grooming products increased by more than 50% over the past two years, with 62% of men between the ages of 15 and 50 using male-specific facial skincare products.