Jul 28, 2021|

L’Oréal’s Kiehl’s Joins JD.com’s Beauty Camp


by Siyi Zhao

JD.com has ushered in a flagship store of Kiehl’s on July 20, to provide JD customers with natural extract skincare products. The partnership is a natural fit, thanks to the e-commerce platform’s promise of authentic products and a self-run delivery service ensuring safe and timely delivery.

The launch follows the opening of a series of other L’Oréal brands’ flagship stores on JD.com including Helena Rubinstein, Lancome, and Biotherm, which has further enlarged the platform’s beauty camp.

Nowadays, bearing the anxiety of “facial attractiveness,” Chinese consumers have become more and more concerned about skin health. Meanwhile, according to the 2021 New Consuming Trend Report on Facial Attractiveness Economy released by China Business Network’s big data center together with a retailing think tank, people tend to opt for products with natural extracts.

This latest launch on JD.com will put nearly 50 kinds of Kiehl’s products on shelves, including their star products Calendula Herbal-Extract Alcohol-Free Toner, Rare Earth Deep Pore Minimizing Cleansing Clay Mask, along with Avocado Eye Cream, which are all well known for their various natural extracts.

“JD Beauty has maintained a group of female and young customers because of its authentic goods and convenient service,” said a representative from JD Beauty. “These people, who have great consuming potential, are here for the high-quality products. So Kiehl’s is filling in JD consumers’ incremental demand for choices of natural extract brands.”

According to Kiehl’s, backed by 170-year apothecary experience, it was one of the first companies to proudly list ingredients on its product labels, and has always been dedicated to immersing their frontier science philosophy in formula development.