French beauty giant L’Oréal will not be stamping out Maybelline’s physical presence in China and migrating online completely, despite the strength of e-commerce and plans to close 14 standalone stores, its CEO has confirmed.
L’Occitane Group believes the long-term success of its online and omnichannel initiatives still rely on the presence of brick-and-mortar stores, despite sales being hit during the COVID-19 pandemic.
Influencer-driven Iconic Beauty is on a global expansion mission both online and offline and plans to use social media traction and brand personality to push forward, particularly in the Middle East, its marketing director says.
![L’Oréal will not be stamping out Maybelline’s physical presence in China. [L'Oréal / Maybelline]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/l-oreal-confirms-that-maybelline-will-continue-to-have-offline-presence-in-china-ceo/15656364-1-eng-GB/L-Oreal-confirms-that-Maybelline-will-continue-to-have-offline-presence-in-China-CEO.jpg)
