Gucci Beauty has launched its digital flagship store on the Tmall Luxury Pavilion, Alibaba’s dedicated platform for luxury goods. The collaboration connects the brand with more than 770 million Chinese consumers, enabling Gucci Beauty to significantly increase its penetration and engagement within the Chinese luxury market. Operated by license partner Coty’s prestige cosmetics and skincare retail sales grew over 40% last quarter in China, with Gucci Beauty delivering double-digit sellout growth last year.

Guilhem Souche, China Managing Director of Coty, said: “2021 is an incredibly important year for Gucci Beauty in China and we have extremely ambitious plans to grow the brand and bolster the luxury market. In addition to our leadership position in fragrance and an iconic lipstick collection, we have recently launched the brand’s first foundation to provide a relevant shade range for the Chinese consumer—a product we expect to really resonate with this audience. Now, with the launch of Gucci Beauty’s very own Tmall flagship, we complement our already strong brick and mortar footprint, making it quicker, slicker, and safer for Chinese shoppers to engage with the brand, live a unique Gucci Beauty experience, and enjoy these outstanding products.”

Like many of its competitors, Gucci has been ramping up its focus on the Chinese market in recent years to capitalize on the country’s young luxury shoppers. Gucci launched its first flagship store on Tmall Luxury Pavilion dedicated to its fashion collections in December 2020.

Michael Evans, President of Alibaba Group, said: “As Chinese consumers look to engage with iconic brands like Gucci and Gucci Beauty, they expect an experience that is digitally sophisticated and seamless. Following Gucci’s successful launch on the Tmall Luxury Pavilion, we are delighted to work with Gucci Beauty as they build even greater engagement and success in China.”

Tmall Luxury Pavilion launched in 2017 and is now home to more than 200 brands spanning fashion, beauty, watches, and luxury cars. The platform enables brands to bring the same custom-tailored experience and sense of exclusivity of their brick-and-mortar stores to China’s online shoppers.