Face up to the future

L'Oreal seeks to catch up with China's expanding digital market. Sun Yuanqing reports.

The digital age is transforming our lives, not least with our compulsion to record every minute of it. This means keeping up appearances, as who knows if the shot will go viral or last for posterity. And that, of course, means always having the right lipstick.

Maybelline's "Make It Happen" campaign, featuring celebrity Angelababy, sold 10,000 lipsticks within two hours during an online live streaming program last April.