Alibaba Group's Tmall and L'Oréal China has team up to leverage data-driven consumer analytics and a new value chain that better connects consumers, products and channels.

Based on the findings of the latest white paper codeveloped by Tmall Innovation Center (TMIC) and L'Oréal China Consumer Intelligence Team, the partnership's first initiative will focus on China's male-grooming industry.

According to the white paper, online sales of men's grooming products have increased by more than 50% in the past two years.62% of the male consumer between the ages of 15 and 50 said they used male-specific facial skincare products last year, showing a massive addressable market for male grooming products.

They co-hosted an online and offline marketing campaign - “Super U Carnival” between 25～30 September.Male consumers can discover suitable grooming products with the help of data insights. While at a pop-up store in Hangzhou, five showrooms are tailored to customers' unique styles and preferences.

“With Tmall's unparalleled customer insight, we are committed to helping L'Oréal China offer its customers best-in-class personalised product experiences. Tmall has transformed product development in every area, from product innovation and brand building to consumer assets and channel management. We help brands discover new demand and markets as well as offer completely new customer experiences,” said Jet Jing, president of Tmall.

The partnership aims to catalyse the consumer-tobusiness (C2B) approach, based on insights and trends generated from the 600 million-plus customer base across Alibaba's marketplaces.

L'Oréal China launched House99 flagship store on Tmall, together with David Beckham, the founder of House99. A full range of high-end male grooming products,including skin and body care, hair and shaving products,are now available on House 99's Tmall store.