Perfume: the new GenZ beauty must-have
One enduring trend in the Chinese market is perfume, which is currently booming. The Group enjoys a particularly favourable position in this promising category with the iconic Lancôme brand and designer brands like Armani Privé, Maison Margiela, Valentino and Prada, which entered the Chinese market in 2022. And this is only the beginning: L’Oréal is also investing in Chinese fragrance brands like Documents, in which the Group purchased a minority stake via its Shanghai Meicifang Investment Co., Ltd, backed by BOLD. What sets this luxury brand apart is the way it uses GenZ codes and meets their expectations with an unambiguously named range of fragrances: Chanku (Zen+Cool).