Luxury French beauty brand Chanel has made its digital debut on Chinese e-commerce site Tmall.
Set to launch on the platform’s premium Luxury Pavilion section, customers will now be able to shop Chanel’s full skin care, make-up and perfume range.
This will be the only site where Chinese consumers will be able to shop its products.
This retail expansion is a big step for the luxury brand, which is famously rigorous on its e-commerce policy.
Today, Chanel customers can only shop its beauty and fragrance ranges online, while its jewellery and fashion products are only available in-store.
According to Tmall’s General Manager of Fast-Moving Consumer Goods, Mike Hu, the platform has been well received in the market, which went on pre-sale last week.
He said: “In only three days of launching its pre-sales campaign, Chanel’s store has attracted thousands of followers.
“We look forward to partnering with this world-class luxury brand, to explore even more digital innovations at the forefront of luxury e-commerce.”
He also said the platform has seen “significant growth” in its high-end beauty, from brands including Givenchy, Giorgio Armani and Tom Ford Beauty.
The news comes hot on the heels of L’Oréal’s announcement that Chinese consumers now generate 10% of its global sales.
It also revealed earlier this month Giorgio Armani Beauty products will now be available to virtually try-on via China’s WeChat app.
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