Beauty brands embracing digital

L'Oreal, others teaming up with Tmall as online, offline sales begin to merge

For some of the top-notch beauty brands, China is playing a vital part in reshaping the perception of the role of online sales.

Once fearful that the internet's mass access could damage the exclusivity of brands, fashion houses are now racing to embrace digital, thereby pampering demanding customers from the world's largest consumer market.