Sep 2, 2022|
BOBBI BROWN Officially Joins JD.com
by Xinyi Guan and Doris Liu
BOBBI BROWN, a premium beauty brand under Estee Lauder Group, kicked off business on JD.com recently, with an opening celebration on August 24 on JD’s Little Magic Cube, a marketing channel to promote new products.
During the opening period, the J Shop, JD’s fashion and lifestyle business, joined hands with BOBBI BROWN to bring high-value offers and provide consumers with 12 categories of beauty products covering base makeup, makeup remover, eye and lip products and more.
BOBBI BROWN is famous all over the world for its clean, fresh as well as fashionable nude makeup concept, and is deeply loved and sought after by Hollywood stars. In 2005, BOBBI BROWN brought the revolutionary trend of advocating the beauty of natural truth and diverse personalities into China, which has attracted and been recognized by female consumers in China.
“The presence of BOBBI BROWN has enriched the matrix of well-known cosmetic brands on JD Beauty,” said Terry Wang, General Manager of JD Beauty. “We hope to create new growth value for brand partners through JD’s authenticity guarantee, efficient logistics, full-chain service and immersive omni-channel experience, so that the two sides can work together to bring consumers a more diverse and high-end beauty consumption experience.”
The official arrival of BOBBI BROWN is the latest cooperation between JD.com and Estee Lauder Group. Previously, many brands of the Group have successfully launched on JD Beauty and achieved quality growth through various promotions.
With the unique mode of JD’s self-operation with brands’ official authorization, full-chain operation capability, and continuously upgraded personalized and exclusive services, JD Beauty has become a gathering place for consumers’ trusted beauty products.
At the same time, over 30 million JD PLUS members representing top-quality consumption power have also expanded new incremental space for upscale beauty brands such as BOBBI BROWN.