Recently, there was a complaint from consumers that Paris L'OREAL had promoted the company's product bottle skin mask at the official Li Jiaqi live room for the "biggest intensity of the year" in the official micro-blog promotion. The total of 50 mask was priced at 429 yuan. But in from November 1st to 3rd, Paris L'OREAL official Taobao live broadcast room continued to release tens of thousands of "999 yuan -200 yuan" coupons, making the same mask with a coupon after the lowest price of 257.7 yuan. Subsequently, the event continued to ferment. In November 18th, Paris L'OREAL official micro-blog issued relevant instructions. It expressed deep regret for the "double eleven" sales promotion mechanism of Paris L'OREAL's bottle mask because of its complexity and complexity. In the annual "double 11" promotion, all e-commerce platform level operators try their best to launch various promotional activities. Among them, taking goods through the head anchor has become the main promotion method of many beauty brands. These head anchors can often give more favorable prices when carrying goods, so that consumers can enjoy more benefits. No matter what form of promotion, if the routine is more than sincere, it may be suspected of publishing false advertisements. The "rollover" of L'Oreal is a good example. The marketing language of "the greatest strength of the whole year" has been suspected of violating the provisions of the advertising law that the advertising content shall not use extreme words such as "national level", "highest level" and "best". If the price given by the promotion is indeed the lowest price of the whole year, it is understandable. However, it is unfair to consumers who buy in the live studio to claim that it is the "biggest strength of the year" and then give lower prices in other promotion methods. The "routine marketing" of merchants has been suspected of various violations. In addition to using extreme advertising terms, they are also suspected of false advertising. According to the advertising law, if an advertisement deceives or misleads consumers with false or misleading content, it constitutes a false advertisement. If the performance, function, origin, purpose, quality, specification, composition, price, sales status, honor and other information of a commodity is inconsistent with the actual situation and has a substantial impact on the purchase behavior, it is a false advertisement. Those who publish false advertisements may be fined not less than 5 times but not more than 10 times the advertising expenses. If the advertising expenses cannot be calculated or are obviously low, they shall be fined not less than 1 million yuan but not more than 2 million yuan, and their business licenses may be revoked. In addition, for such false advertising, consumers also have the right to require operators to bear the liability of "refund one compensation three". It is reported that in November 2019, L'Oreal (China) Co., Ltd. was fined 200000 yuan by Chongqing market supervision administration for fictitious use of commodity effects. L'Oreal once again stumbled in advertising and marketing, reflecting its disregard for the rights and interests of consumers, and should bear the corresponding legal responsibility. In the Internet society, the competition between e-commerce is becoming increasingly fierce. In order to attract consumers and gain more market share, businesses have tried their best to launch various promotional activities. However, no matter how deep the marketing routine and complex promotion strategies are, intentional consumers will find mistakes and can compare the price advantages and disadvantages between different periods and different platforms. This warns operators not to focus on designing dazzling preferential activities, but to show sincerity and sincerity, otherwise they will "overturn" one day. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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