Cosmetics brand L'Oréal China will build a 45,000-square-meter intelligent fulfillment center in the Nantong Chongchuan Economic Development Zone, the company recently announced during a news conference in Shanghai.

The new L'Oréal LUXE Intelligent Fulfillment Center, the company's second in the country, will enhance the direct-to-consumer experience and help cater to the rising demands for premium skincare, haircare, makeup, and fragrances. The center is L'Oréal Group's first major investment in China this year.

The first fulfillment center in the country was launched in Suzhou, Jiangsu province in 2022.

Located in Nantong, an economic and transport hub with close links to Shanghai, the new center will equipped with the world's most advanced logistics and robotics technologies. Construction is set to begin in 2024, with the opening planned for 2025.

The center will primarily support the premium products sold online and offline by L'Oréal LUXE, including coveted brands such as Lanc?me and Yves Saint Laurent, in China.

"The L'Oréal China LUXE Intelligent Fulfillment Center is not only a new investment for the year - it also marks the beginning of our new journey for next 25 years. We believe that our new fulfillment center will bolster the integrative intelligent operation layout of the Shanghai-Suzhou-Nantong core triangle and be our solid backing for the Chinese market. It will also serve as an operational role model for the North Asia 'Beauty Triangle'," said Fabrice Megarbane, President of L'Oréal North Asia Zone and CEO of L'Oréal China.

Joan Valadou, French Consul General in Shanghai said: "The signing of this MOU today reflects the confidence that French companies have in the Chinese market."