Tmall Global Encourages Italian Beauty Brands to Enter the Chinese Market

MILAN — Italian beauty labels Kiko Milano, Deborah Group and Diego dalla Palma Group’s namesake line and RVB Lab brand have joined Alibaba Group’s Tmall Global marketplace. The partnership was officially launched here Friday during Tmall and its consumer-trend division Tmall Discovery’s first European conference, dubbed “The Colors of Italian Beauty.” Held at the city’s Teatro Vetra venue, the conference saw Alibaba’s senior management illustrating to 300 European cosmetic operators the trends and business opportunities the Chinese market can offer through the example of the four, recently-added Italian beauty players. During the event, these companies staged a fashion show and installed booths to present their latest products, physically and through on-site screens and apps — such as the Magic Mirror — enabling attendees to try the makeup items digitally. This represented only one of the digital implementations offered by Alibaba in its “New Retail” approach to business, which combines the best strategies of online, off-line and social media channels to enhance its customers’ shopping experience and enable the companies adopting it to track users’ preferences. “We aim to be more digital and experiment with new technologies to offer customized products and shopping experiences,” said Kiko’s chief executive officer Cristina Scocchia, underscoring that making makeup “accessible

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