Italian fashion house Armani, in partnership with L’Oreal, has launched a WeChat AR mini program, which facilitates an anytime virtual makeup try and buy experience. With shoppers continually searching for omnichannel retail options, AR can streamline and invigorate e-commerce.

Nearly two thirds of Chinese consumers are more curious about 'niche' beauty brands than big ones. In the internet age, with information easily accessible to anyone and everyone, lesser-known brands are growing in desirability among people who want to stay ahead of the crowd.

The beauty industry is growing greener, more natural, and more ethical – and its target audience increasingly younger, with brands like Chantecaille launching luxury ranges for children. How and why are affluent Chinese parents leading the emerging trend in luxury skincare for children?

Selling to China from elsewhere no longer necessarily requires heavy set-up costs and local product registration. Yet it still requires a close understanding of Chinese consumers, how they select products and what makes them tick. So how is e-commerce helping brands to be successful?