Li\r\n Jiaqi, a household name known for recommending cosmetics through \r\nlivestreaming, is the ambassador for the 2021 International Cosmetic \r\nFestival. [Provided to chinadaily.com.cn]

Shanghai kicked off its 2021 International Cosmetic Festival on May 5, part of a series of ongoing campaigns to spur consumption \r\nnationwide.

The monthlong event, co-hosted by Shanghai's Municipal Commission of \r\nCommerce and the government of Jing'an district, aims to enhance the \r\nmetropolis' allure as a global hub for beauty and skincare products, \r\norganizers said in a press release.

A total of 24 cosmetics brands, including international labels Tom \r\nFord and Sisley, as well as homegrown marques Chando and Perfect Diary, \r\nwill roll out new offerings during the extravaganza.

Li Jiaqi, a household name known for recommending cosmetics through livestreaming, was selected as ambassador.

Highlights of the launch ceremony also included the unveiling of \r\nL'Oreal Group's North Asia Zone headquarters in Shanghai. The Chinese \r\nmarket registered nearly 38 percent year-on-year growth for L'Oreal in \r\nthe March quarter, compared with 10.2 percent globally.

"L'Oreal is re-organizing itself and is creating this North Asia zone\r\n as a beauty golden triangle between China and Korea and Japan," said \r\nFabrice Megarbane, president of L'Oreal North Asia Zone and CEO of \r\nL'Oreal China. "Shanghai is the center of this golden triangle to grasp \r\nall these trends and continue to inspire consumers."

The activity falls under the umbrella of the second edition of \r\nShanghai's 5-5 Shopping Festival, which debuted last May in the \r\nimmediate aftermath of the COVID-19 outbreak to stimulate spending.