CHINA. LVMH-owned beauty and fragrance house Guerlain has teamed up with leading Chinese B2C travel retail platform TripurX to open a dedicated Guerlain brand e-boutique.
The Guerlain brand boutique opened in February on the TripurX WeChat Mini Program. It features several of the beauty house’s best-selling products and collections, with a special focus on the Guerlain Abeille Royale range.
The e-shop also offers plenty of interactive digital elements which include detailed product information, striking brand content, and a one-stop pre-order service.
TripurX users can also save the Guerlain brand boutique as one of their favourites so they can access it anytime and stay up to date with the brand’s latest campaigns and promotions.
TripurX’s WeChat Mini Program has over 10 million users and its e-shops cover multiple locations, including the travel retail hotspot of Hainan and many others.
According to TripurX, the partnership enabled Guerlain to reach a vast Chinese customer base. TripurX also supported Guerlain with an in-depth analysis of audience profiles to help increase its understanding of Chinese consumers’ online buying behaviour.
According to TripurX, the ‘brand boutique’ concept will allow future partners to optimise digital capabilities and engage with new audiences in China. It will also serve as an ideal launchpad for new product innovations and campaigns.
Note: The Moodie Davitt Report Founder and Chairman Martin Moodie interviewed TripurX Founder Kan (Arthur) Cong in the special Hainan-focused edition of The Moodie Davitt Magazine. Click here to read the latest issue.
