Aug 12, 2021|

LVMH’s Guerlain Launches Flagship Store on JD.com

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by Hui Zhang

Guerlain, a French perfume, cosmetics and skincare house, launched a flagship store on JD.com on Aug 5th. The cooperation was announced just ahead of the annual Chinese Valentine’s Day, which falls on Aug 14th this year, aiming to bring JD’s users access to the brand’s exquisite and wide range of products as additional choice of gifts.

The opening of Guerlain’s flagship store follows the launch of a series of other luxury brands on JD, including BVLGARI, Berluti, Louis Vuitton, and Givenchy under the umbrella of the world’s largest luxury conglomerate LVMH, signaling the deepening of ties between both sides.

Leveraging JD’s nationwide logistics network and technology, Guerlain agreed to use JD’s premium JD luxury Express service to provide consumers with a highly-personalized and intimate shopping experience, and AR technology for make-up trial online.

Among the reasons high-end beauty brands are choosing to partner with JD.com for their Chinese market expansion are the strong consumption power of JD’s customers, together with its platform capability and premium services, according to Terry Wang, general manager of JD Beauty. Meanwhile, JD.com has also been cultivating consumers’ mindset of choosing JD as their major shopping platform for gifts preparation, which will effectively assist in brands’ sales growth.

Guerlain was founded in Paris in 1828 by the perfumer Pierre-François Pascal Guerlain. It was run by the Guerlain family until 1994, when it was bought by LVMH. Since its inception, more than 300 kinds of Guerlain perfumes have been launched. It takes nature and art as the source of inspiration, and never stops in product exploration and innovation.

 

(zhanghui36@jd.com)

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