中国作为欧莱雅重要战略市场之一,将依托“美丽事业、美好人生”公益项目,为2万名弱势人群提供有关美的培训,包括美发、彩妆和护肤。《2015年中国快消品年度报告》显示,目前中国北上广快消品市场增长率仅为2%,省会城市也只有11%,而只占城市人口数35%的地级市却贡献了快消品增量的46%。根据欧莱雅集团2015年发展规划,未来将持续扩张低线城市销售规模,践行渠道下沉战略。而欧莱雅集团以“美”为核心的公益却走得更为本土与踏实。为做好中国本土化执行,欧莱雅(中国)本着“让所有人拥有美”的承诺,尝试在低线城市弱势女性群体中展开公益营销, As one of L’Oreal’s major strategic markets, China will rely on the “Beautiful Cause, Good Life” public welfare project to provide training on beauty to 20,000 disadvantaged groups, including hairdressing, make-up and skin care. According to the 2015 FMCG Annual Report, the growth rate of China’s Beixingguang FMCG market is only 2% at present, with only 11% of provincial capitals, whereas the prefecture-level cities, which account for only 35% of the urban population, contributed a lot 46% increase in consumer goods. According to L’Oreal Group’s 2015 development plan, the Group will continue to expand the sales volume of low-tier cities in the future and implement the strategy of sinking channels. The L’Oreal Group to “beauty ” as the core of public welfare has gone more local and practical. In order to do a good job of localization in China, L’Oreal (China), based on its promise of “letting all people have beauty,” attempts to launch public-service marketing in disadvantaged groups of women in low-tier cities,