Armani Beauty opens new Tmall store in e-commerce push

L'Oreal-owned cosmetics giant shifts focus to Alibaba e-commerce platform to try and broaden its consumer base and reach young, tech-savvy shoppers

Giorgio Armani Beauty launched its flagship store on Alibaba's Tmall shopping platform on Dec 25 last year, as part of the brand's ongoing efforts to tap into China's fast-growing demand for high-end beauty products.

The beauty brand owned by cosmetics giant L'Oreal held a three-week warm-up event on Tmall ahead of its official release on Jan 16, where it offered their limited edition product lines. Chinese customers can find the full range of products online, including Lip Maestro, one of Armani Beauty's most popular lipstick lines.