L’Oreal returned to Li Jiaqi live room, but everything changed
Reporter | Zhou Fangying
Edit | Lou Qinqin
Li Jiaqi still “reconciled” with L’Oreal.
As e -commerce promotion festivals such as 618 come again, consumers who pay close attention to the “one brother with the goods” Li Jiaqi may find that the frequency of many brands under the L’Oreal Group has begun to become higher.
At the Double 11 Shopping Festival in 2021, L’Oreal and Li Jiaqi temporarily “broke up” due to the dispute between the preferential price difference. Interface Fashion has reported that during the pre -sale of Double 11, the L’Oreal Bottle Mask made the slogan of “the largest strength throughout the year” in Li Jiaqi’s live broadcast room.
After the incident was fermented, the anchors such as Li Jiaqi and Weiya issued a statement asking for a solution to L’Oreal in Paris and suspended cooperation with it. In the end, L’Oreal Paris issued a series of compensation solutions including large coupons.
Li Jiaqi, who has a close relationship with L’Oreal for a long time, has not sold L’Oreal -related products for a long time.
According to unofficial statistics, Li Jiaqi lived again until February 2022 that L’Oreal’s cream products were launched again. On April 14th, Li Jiaqi lived in L’Oreal’s new gift package in L’Oreal, which contains small samples such as white bottle and small white film, which only costs 0.01 yuan, which is equivalent to free gifts.
All signs show that Li Jiaqi and L’Oreal are gradually restoring cooperation.
According to Li Jiaqi’s 618 series of previews, L’Oreal’s white bottle, oil -absorbing rod PRO liquid foundation, and black essence mask will participate in the beauty festival. Among them, the price of the white bottle in the 618 of Li Jiaqi live room is 359 yuan, and one gift is bought for formal installation; 50 tablets of black essence mask 399 yuan.
L’Oreal Tmall’s official flagship store is still not announced in the 520 gift season event. According to the current preferential policies, the 618 discount of Li Jiaqi live room is obviously greater.
Judging from the 520 event, Li Jiaqi’s previously launched Wasronian slave, Lancome’s makeup gift box and the official flagship store are the same price, but the gift category is slightly different.
What can be clearly felt is that compared to the densely laid off in the past, the frequency of L’Oreal’s products in Li Jiaqi’s live broadcast is reduced a lot, and it is rare to have classic products such as Lancome small black bottles, but new products are mainly based on new products. The emergence of L’Oreal washing products such as Kashi is also higher than the core skin care category.
Although this has to a certain extent, it has gradually increased Li Jiaqi to support domestic products brands and reduce the overall proportion of beauty products, and thereby reducing the dependence of external anchors after the Antian Bottle Mask incident.
During the New Year’s Day, the interface fashion found that Lancome pushed the entry of “Lancome Live Room” to Weibo hot search, and did not cooperate with Li Jiaqi in such an important promotion node as usual. Determination of traffic in the broadcast room. Although it is not as good as Li Jiaqi’s daily traffic in the live broadcast room, the Lancome brand’s viewing volume of the live broadcast of the Lancome Brand has also reached the level of one million people in the New Year’s Eve.
Brands like Lancome’s accumulation of certain influence naturally have more confidence and strength in the self -broadcasting diversion, but new brands or new products still depend on the influence of head anchors to quickly open the market.
Li Jiaqi is currently a stand -alone in the e -commerce anchor community. L’Oreal’s brand combination from Volkswagen to high -end has occupied a considerable share in the Chinese beauty market. From the perspective of commercial interests, L’Oreal and Li Jiaqi “reconcile” is an inevitable result.
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