Maybelline to ditch Chinese department stores in favor of online and flagships

Maybelline to ditch Chinese department stores in favor of online and flagships

THE WHAT? L’Oréal’s Maybelline New York brand is planning to withdraw from department stores in China, according to a report published by Campaign.

THE DETAILS The make-up brand is planning to expand its online offer as well as open further flagships and ‘experience centers’ across the Asian nation.

THE WHY? In a statement issued to Southern Metropolis Daily and quoted by Campaign, L’Oréal confirmed its strategic shift and said that it was retreating from the department store channel in order to ‘emphasize its unique image of a fashion brand and to better cater for consumers’ need’.

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