L'Oreal to have a heavy presence at the first CIIE

View of a L'Oreal store in Shanghai, China, October 24th, 2018. [Photo: VCG]

French cosmetics giant L'Oreal says it intends to make its presence felt at the forthcoming China International Import Expo (CIIE).

L'Oreal entered China 21 years ago among the first batch of foreign companies to tap the Chinese market as Reform and Opening Up was starting to gain significant momentum.

It has since become a leader in the Chinese cosmetics market, with China its second largest market in the world.

Lan Zhenzhen, vice President of L'Oreal China, says L'Oreal is pleased with the continued reforms being brought in by the government.

"In recent years, we have seen for ourselves a series of reforms in China's national policies, such as reductions in tariffs and consumption taxes, the simplification of procedures for imports, the pilot management procedure for imported cosmetics for non-special use in Pudong, the constant improvement of China's market supervision, the constant update of laws and regulations in the cosmetics area. We witnessed them all and benefited a lot," says Lan.

L'Oreal is looking forward to the opportunities being brought on by the CIIE.

"We think the Import Expo will not only serve as a window for trade between China and the rest of the world, promoting exchanges in trade and the globalization of trade but also provide more and better choices for consumers to satisfy Chinese people's needs and expectations for a better life so that it will ultimately promote the active and healthy development of the market," says Lan.

Among the first batch of companies to confirm their participation in the expo, L'Oreal plans to expose visitors to a series of high-quality products, technology and other concepts.

"First we will present more than 500 high-quality imported products under our 21 brands to China and the world through the expo. Among them, four brands will make their debut in China. We will also bring our new retail experience to the consumers through innovation technology, and cutting-edging high technology, such as AR and AI or beautiful make-up technology. Meanwhile, the concept of green sustainable development as well as the 21-year history of our company's sound development in China will be showcased," says Lan.

L'Oreal says it remains confident and optimistic about the Chinese market, suggesting the company would like to share opportunities with Chinese consumers to create a "golden era of beauty."