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MLA

He, Yini. "L'Oréal: False Promotion in Double Eleven Shopping Festival." IGI Global Scientific Publishing, 2023. 144-164. Web. 17 Jun. 2026. doi:10.4018/978-1-6684-4955-4.ch011

APA

He, Y. (2023). L'Oréal: False Promotion in Double Eleven Shopping Festival (pp. 144-164). doi:10.4018/978-1-6684-4955-4.ch011

Chicago

He, Yini. "L'Oréal: False Promotion in Double Eleven Shopping Festival," 144-164 (2023), accessed June 17, 2026. doi:10.4018/978-1-6684-4955-4.ch011

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L'Oréal: False Promotion in Double Eleven Shopping Festival

Yini He (Beijing Normal University-Hong Kong Baptist University United International College, China)

EISBN13: 9781668491232 | DOI: 10.4018/978-1-6684-4955-4.ch011

Abstract

L'Oréal has been one of the most popular cosmetic brands in China in recent years with all its series of brands and product lines from professional skincare to mass cosmetics. On November 18, 2021, L'Oréal was accused of false promotion because of sales price discrepancies between Double Eleven Festival's promised prices and other sales channel prices. L'Oréal did not respond promptly to its customer service at first. Later on, L'Oréal handled this controversy by deleting its Weibo advertisement and releasing sales coupons to customers, which ignited dissatisfaction and heated public outcry for its poor customer service.