The L’Oréal-owned American cosmetic brand Maybelline is step by step adjusting its online and offline mix in China because it goals to shift its focus to the web market, the brand confirmed Wednesday.
Local media reported that the brand is step by step phasing out all physical stores in China.
Maybelline clarified that it is just shutting down underperforming and end of leasing contract stores available in the market. The brand still operates around 10,000 offline stores, including those in Watsons and cosmetics stores in China, in addition to online flagships on Tmall and JD.com.
The brand also claimed that it gained online market share within the second quarter of 2022.
In an announcement sent to WWD, the brand said “With the intention to...
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