Long-standing exhibitor L'Oreal cements presence at the 7th CIIE

L'Oreal is participating in the China International Import Expo for the seventh year in a row with its diverse product portfolio exhibited in Shanghai, reaffirming the French beauty giant's commitment to the Chinese market.

This year is the fifth consecutive time the company is acting as chairman of the CIIE Enterprise Alliance and the third time as chairman of the Special Committee of Daily Chemical Consumer Goods.

L'Oreal has showcased numerous beauty-tech innovations at previous CIIEs, particularly in personalization and sustainability, such as YSL's "lipstick printer" and the Water Saver showerhead by L'Oreal Professionnel.

This year, its exhibits include the global debut of Helena Rubinstein's new beauty device and the energy-efficient AirLight Pro, which enhances hair shine and smoothness. Other scientific innovations are on display, including new ingredients featured in L'Oreal's dermatological beauty division products.

"This year marks the 60th anniversary of the establishment of diplomatic relations between France and China, making L'Oreal's participation in the CIIE even more significant. As co-chair of the France China Committee, I firmly believe that collaboration and dialogue are what we need most today.

"Furthermore, we have already signed on to participate in the eighth CIIE. This demonstrates our continued commitment to the Chinese market — and it's certainly not our last," said Chairman of L'Oreal Group Jean-Paul Agon.

With the theme Essentiality of Beauty for A Shared Future, L'Oreal is showcasing its products at three venues at the expo.

In the consumer goods section, L'Oreal occupies the largest area it has ever had and the biggest booth in the sector. L'Oreal's prominence at the CIIE showcases more than 220 exhibits from 21 brands, including the Asian debut of Pureology.

Two CIIE-specific branding activities, Beauty Talk and Beauty Walk, highlight L'Oreal's innovations and commitment to diversity, sustainability and wellness. Beauty Talk leverages internal and external resources to showcase group and brand breakthroughs.

Beauty Walk features celebrities and influencers, emphasizing the beauty of China and diversity among individuals and cultures. The overall display emphasizes L'Oreal's Sense of Purpose and promotes the Essentiality of Beauty.

"I've truly felt the unique significance of this global event, and we at L'Oreal are especially committed this year as dual chair of both the Enterprise Alliance and the Special Committee of Daily Chemical Consumer Goods," said Vincent Boinay, president of the North Asia Zone and CEO of L'Oreal China.

As one of the leading French companies in China, L'Oreal is showcasing its commitment to Sino-French collaboration at the CIIE French Pavilion. This includes the debut of a L'Oreal Paris and Jingdezhen Porcelain collaboration and a unique art installation, Resonance, symbolizing the intertwined beauty of both cultures.

The event also features a presentation of the Notre Dame Exhibition and the global debut of renowned Chinese artist Xu Bing's Square Word Calligraphy — BEAUTE. This unique artwork transforms the French word "BEAUTE" into a form resembling Chinese characters.

"Franco-Chinese cooperation extends beyond the cosmetics industry, encompassing the arts and humanities, trade, technology and scientific innovation. L'Oreal, using 'beauty' as a connecting thread, comprehensively fosters exchange and collaboration between France and China," said Lan Zhenzhen, president of public affairs at L'Oreal North Asia and China.

L'Oreal is also showcasing a series of beauty tech solutions at the Innovation Incubation Area with the L'Oreal North Asia Big Bang Beauty Tech Innovation Program, the first regional open innovation program focusing on beauty tech, which aims to create regional and global synergy. The exhibition includes cutting-edge biotech, advanced digital technology and innovative beauty devices.

For the first time, all of L'Oreal's five North Asia markets, including China's Hong Kong and Taiwan, have participated in the section.

L'Oreal considers the CIIE as a crucial platform for learning and exchanges. At this year's CIIE, L'Oreal is supporting the first-ever Hongqiao Forum subforum held within a corporate exhibition space, providing an immersive dialogue.

The global event is a significant initiative supporting trade liberalization and economic globalization, connecting governments and businesses to enhance the business environment and accelerate innovation cooperation, according to L'Oreal.

Over the years, it has launched nearly 20 international new brands and dozens of cutting-edge beauty technologies at the CIIE. Many of these new products have transitioned from exhibited concepts to commercial products and on to famous and sought-after items.

L'Oreal's connection with the CIIE dates back to a letter in 2018 that outlined China's plans to host the event and invited foreign businesses to share in China's development opportunities.

Upon reading the letter, Jean-Paul Agon exclaimed: "This idea is fantastic." L'Oreal quickly became one of the first supporters of the CIIE and took the lead in participating in the expo.

Agon said: "China is a country full of innovation and inspiration, bringing enlightenment to L'Oreal every day.

"I would like to commend everything that is being done by both national and local authorities to boost consumer confidence and unleash the full potential of domestic demand. This considerable support is crucial to upgrade consumption and contribute to high-quality development. The CIIE itself is a bright example of China's commitment to innovation and shared prosperity," he said.

Benefiting from a high level of opening-up and a continuously optimized business environment, L'Oreal maintains confidence and determination in its development in China.

L'Oreal's commitment to the Chinese market is unwavering. Earlier this year, its BOLD venture capital fund invested in To Summer, a high-end domestic perfume brand. In April, the group opened its first smart fulfillment center in Suzhou, Jiangsu province, capable of processing more than 7,000 orders per hour.

At this year's CIIE, L'Oreal's brand Atelier Cologne is announcing the launch of its first fragrance academy globally in Shanghai. As some experts said, L'Oreal has a long-term vision for the Chinese market, embracing the concept of patient capital to support the country's sustained economic and technological development.

L'Oreal's presence at the CIIE reflects its confidence in the Chinese market and its commitment to long-term investment. L'Oreal views the CIIE as an exceptional platform for building relationships, sharing knowledge and fostering collaboration between government and businesses, ultimately creating a more supportive business environment.