L’Oréal celebrates 20 years in the Chinese marketplace this year, launching its women empowerment fund to mark the achievement.

As 2017 is the 20thanniversary of the French-based cosmetics company arrival in the key APAC nation.

For ten years, China continued to receive investment and evolution as L’Oréal China built one headquarter, one R & I Center, two plants and four business divisions that housed 15 brands. China has become the world’s secondlargest economy, helping the L’Oréal Group to reach sales of RMB 10 billion in 2011.

As the beauty landscapes within China and consumer demands continue to transform, L’Oréal China moves towards optimising innovation through its “New Normal”campaign that harnesses growth to create a “New L’Oréal China” by producing “Beauty for All”.

To emphasise the importance of putting Chinese consumers first, L’Oréal is introducing new brands into the marketplace with European natural hair care formula,Ultra Doux, launching last year.

In celebration of its 20 years in China, L’Oréal has set up the China Women Empowerment Fund, which will choose and financially support 20 projects throughout the country that will support education, environmental protection and sustainability projects for women to help harness confidence and self-esteem.

Stephane Rinderknech, CEO of L’Oréal China proudly stated how “L’Oréal has accompanied three generations of Chinese consumers”.

During this time, the importance of inner beauty and exuding this externally has become a key feature of the brand’s efforts and as such, has been emphasised in marketing and advertising campaigns.

As for the French juggernaut’s future in China,Rinderknech stressed, “20 years success is just another starting point, and for next 20, 40 years, even a century, I’ll be honoured to continue this adventure together with our great China team to achieve new heights!”