Beauty giant, L'Oréal, and Chinese media name, Tencent, launch their brand data centre and focus on inspiring beauty with MarTech.

The two leading household names have renewed their joint business plan (JBP) agreement, which has been in place since 2013, to bring contemporary and exciting digital marketing approaches to the cosmetics industry.

Chinese internet leader and L'Oréal have worked together now for six years, with the primary purpose of renewing marketing techniques and activities to mimic consumer interests and requirements, and make “active strides to keep up with the times”.

Explaining its long-term stratege,L'Oréal revealed in a recent press release: “We believe the partnership with Tencent will help L'Oréal make a difference in China, and through Tencent’s support to achieve our global vision, which is to become a 100%digital brand, build a 50% consumer relationship via new media and achieve 20% revenue by e-commerece.”

The joint brand centre has been established for the bespoke needs of L'Oréal by Tencent via MarTech. It will use its comprehensive range of platforms and data technology.

Utilising social and big data,the rise of the internet and marketing, the duo aims to build “better precision, better efficiency and better traceability”.

In addition to the brand centre,Tencent has also launched an integrated data marketing tool called inter-Trace which combines Tencent’s capabilities in content, data and technology. It also combines “creation, communication and conversion to provide wholecourse, all-dimensional data support to advertisers and customized brand marketing solutions”.