CIIE is unique and fantastic, says L'Oreal

French cosmetics company L'Oreal is one of the multinationals that has participated in the China International Import Expo for seven consecutive years since its inception in 2018.

In the eyes of Jean-Paul Agon, chairman of L'Oreal, the company's continued participation in the annual event highlights its steadfast commitment to the Chinese market.

"It's the only opportunity that we have once a year to show everything we do in China to the whole Chinese society. It's very important, very vital," Agon told China Daily in an exclusive interview on the sidelines of the 7th expo which runs through Nov 10. "Our consistent seven-year participation in CIIE shows our deep commitment to Chinese consumers, our long-term commitment to China, and our profound commitment to Sino-French relationship."

This year marks the 60th anniversary of the establishment of Sino-French diplomatic relations. L'Oreal has served as the rotating chairman of the Enterprise Alliance and the Special Committee of Consumer Goods for five consecutive years, featuring in sections across the Consumer Goods pavilion, the Innovation Incubation Special Section, as well as the Country Pavilion in this year's edition. Its main booth displays over 220 exhibits from 21 brands, including the global debuts of several highly anticipated products.

"I think it's the first time (at CIIE) that we have had so many square meters, so many booths around, and so many brands covering all aspects," said Agon.

Agon, who first visited China in 1997, recalled his eagerness to work with the expo when the group was approached by the Chinese organizers seven years ago in Paris.

"I remember the first time that we discussed with the CIIE authorities. It was in Paris seven years ago. It was before they started and they explained to us the project, and immediately we said we want to commit, we want to partner with you because we believe in your idea."

Agon pinpointed the expo as one of a kind in the world.

"I'm impressed because it's the only exhibition like this in the world. There is no other country in the world that has organized an exhibition like this. So I think it's really unique and really fantastic."

L'Oreal entered the Chinese mainland in 1997. Headquartered in Shanghai, L'Oreal China currently operates 31 brands, one R&I center, two factories and five offices in the country. After years of deep market cultivation, China is now the second-largest market for the L'Oreal Group.

Over the past seven years, L'Oreal has launched nearly 20 international new brands and dozens of cutting-edge beauty technologies at the CIIE.

"L'Oreal's journey (at the CIIE) has already turned from exhibitor to investor and to partner. The CIIE's spillover effect has been instrumental in our growth, reinforcing our confidence in the Chinese market and driving our continuous investment," said Agon, adding that the group established its world's first intelligent operation center in Suzhou, Jiangsu province, this year.

Agon has been to Shanghai more than 80 times and has witnessed the diverse changes among Chinese consumers.

"The Chinese consumers are more and more savvy and more and more knowledgeable about products. And I think that is very good because they choose the best products. I'm very confident about the market," Agon said.