L'Oreal China Topped 11.11 Sales but Now Faces Consumer Fraud Accusations

From a sales point of view L'Oreal topped the cosmetics sales for Tmall's 11.11 festival in China; however, it is now being accused of fraud after consumers felt misled by L'Oreal's advertising of their masks as the 'lowest price of the year,' when in fact the price was 66% higher than the presale livestreams.
Consumers are demanding a refund for the price difference.
As a result, L'Oreal is topping the search charts on Weibo with the hashtags - #L’Oréalaccusedoffalseadvertising, reaching 150 million views. The tags #AustinLiandViyastoppedtheircollaborationwithL’Oréal and #Nearly100kConsumershavereportedL’OréalonHeimao garnered 270 and 220 million views, respectively.
Now, L'Oreal's top two live streamers - Li and Viya have, both issued statements that they have suspended all collaborations with L’Oréal until the issue is resolved.
After one-week L'Oreal China has finally issued a statement - apologizing for causing trouble for consumers with its “overly complicated sales mechanism”. It said that it has created a team that is working with relevant government departments to investigate the case, and it will soon propose a solution.
Let's see what happens - the two articles below dive into the background: