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L'Oreal banks on Cannes gloss to drive sales in social-media savvy China

Its partnerships with Instagram and YouTube beauty bloggers have helped drive booming makeup sales

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In the flurry of videos L'Oreal produced during the Cannes film festival, red-carpet struts were interspersed with product demos and interviews with the brand's ambassadors. The combination of staging elaborate events, publicising them via social media and easing the path to points of sale is reaping rewards.

Paris

CHINESE actress and pop star Li Yuchun glides down the hallway of Cannes' Hotel Martinez in a tuxedo-inspired Jean Paul Gaultier gown and blue-grey pixie haircut, with a pack of L'Oreal videographers trotting backwards to stay out of the frame.

After striking a few poses on

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