German luxurious skincare model Amala Beauty final week launched livestream campaigns on Tmall Global, Alibaba’s on-line market, as a part of China’s “618” purchasing pageant. The firm stated the occasion exceeded expectations and famous the Chinese market affords exceptional alternatives for the model to develop.
The firm stated its livestream “focused on exclusive performance skin care products for the China market, deepening the luxury brand’s connection with consumers in the biggest e-commerce market in the world.”
In an announcement from Azoya, a strategic accomplice of Amala Beauty’s, the corporate stated high-end gross sales of magnificence merchandise are hovering on on-line marketplaces. “Professional and premium skin care products with natural or organic ingredients are in demand in China, as female consumers spend more on trusted, safe, luxury products,” the corporate famous.
Amala Beauty teamed with the China retail consultants at Azoya as a strategic accomplice to enter the China market. The launch was on the Tmall Global flagship retailer, and debuted in early December. The magnificence model stated for the reason that launch, it “has experienced sustained growth in China.”
“Collaborating with Azoya helped us boost brand reach and speed-to-market, and mitigate risks of foreign expansion as global e-commerce booms,” stated Amy Daugherty, world head of selling at Amala Beauty, who additionally famous that Azoya “managed brand marketing and operations on popular platforms Little Red Book, Weibo, and WeChat.”
Franklin Chu, managing director of the U.S. for Azoya, stated “livestreaming modernizes marketing by connecting brands with consumers using fun and informative, real-time content. With China’s livestreaming e-commerce rising significantly over the past few years, it is undoubtedly an essential tool for beauty brands to reach Chinese digital-savvy consumers and promote products directly.”
Daugherty advised WWD that the livestream was Amala’s first participation in a significant purchasing vacation “and thankfully, June now represented our strongest month yet. Livestreams are a great opportunity to educate new consumers on our brand and products directly from a source the consumer trusts. Livestreams play (and will continue to play) a big part in our steady growth on Tmall.”
When requested if she was stunned by the keenness of Chinese buyers for the model, Daugherty stated, “yes and no. We have a strong track record of success in the region, with many consumers flocking to our global spa partners from China over the years. Therefore, we knew that some demand already existed when we entered the market late last year. However, success in the regional luxury spa market does not predict success in China’s digital ecosystem.”
She additionally stated the corporate’s product line fills a niche within the luxurious skincare market in China. “Amala’s positioning as a natural and organic luxury brand with clinical efficacy is certainly unique, but we weren’t entirely certain how this would play out in the digital space, and particularly for a consumer who would discover Amala through Tmall versus a luxury destination spa,” Daugherty advised WWD.
Daugherty stated the corporate “initially underestimated” the position of clinically confirmed efficacy with a digital-first shopper. “Thankfully, the amount of research that the Chinese consumer does prior to purchase has actually benefited the brand,” she defined. “Over the years, we have developed a reputation for the extreme rigor that we apply to ingredient selection and purity, our formulation standards, and the clinical efficacy of each product. Having these proof points on-hand and ready to share has contributed to the acceptance of the brand for a savvy and discerning Chinese consumer.”
In regard to additional alternatives for the sweetness model in China, Daugherty stated the nation “represents nothing but opportunity for Amala.”
“Today, we are exclusively available through cross-border trade on Tmall,” Daugherty stated. “However, in the future, we expect to have in-store experiential opportunities, allowing consumers to learn about Amala in a completely new way. Given that we don’t test on animals, we have some limitations in place. However, we don’t see this as a barrier to moving forward with an on-the-ground, experience-led strategy. It just forces us to think creatively about our partnerships and how we activate behind them.”