L’Oréal Group is set to participate in the China International Import Expo (CIIE) for the eighth consecutive year. Serving as both the rotating chairman of the CIIE Enterprise Alliance Council and the head of the Daily Chemical Consumer Goods Professional Committee, the beauty giant has also become the first cosmetics company to sign up for the 9th edition. This year, L’Oréal will have a multi-pavilion presence across the Consumer Goods Pavilion, the France Pavilion, and the Innovation Incubation Zone. The group plans to unveil a record number of global and Asia-first debuts across new brands, products, and technologies.