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L’Oréal has issued an apology in China after deal-seeking shoppers accused the French cosmetics conglomerate of deceiving consumers during this year’s Singles’ Day shopping festival, prompting two of the country’s best-known live-streaming influencers to pause partnerships with the company.
According to Li Jiaqi, who is widely known as China’s “lipstick king” for his feat of selling 15,000 lipsticks in five minutes, L’Oréal advertised in October that people could score the year’s biggest discount for a facial mask if they tuned in for his live-streaming sales sessions. However, customers later found out they were able to buy the facial mask at a lower price by snatching coupons during L’Oréal’s own live-streaming sessions during the annual shopping spree, said Li.
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