Following a hugely successful Singles Day in terms of sales, cosmetics giant L’Oréal is now facing accusations that its advertising around the event was fraudulent.
Many consumers chose to buy L’Oréal facial masks during presale livestreams, when they were advertised as being the brand’s “lowest price of the year”. But these prices were actually 66% higher than the same products sold during L’Oreal’s livestream on November 11, Jing Daily reports.
Thousands of buyers have complained while millions have viewed related hashtags on social media platforms. L’Oréal has apologised for the “overly complicated sales mechanism”, says a team is investigating, and it will propose a solution soon.
Why it matters
L’Oréal reported a record turnover of 2 billion yuan for Singles Day but that figure may fall as consumers and livestreamers demand a refund of the price difference. More importantly, the brand needs to resolve the situation and prevent its reputation being damaged.
It may also force a reappraisal of how best to use Singles Day. Should brands chase sales above all else, even as consumers are becoming disillusioned by the complexity of pricing offers? Or, as Jing Daily suggests, should it become more about brand/product exposure and building positive relationships with end consumers?
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。