Social marketing strategies of luxury makeup brands in China 2021-2022

Published by
Lai Lin Thomala,
May 24, 2023
For some luxury makeup brands, affiliate marketing with live streamers on Douyin and Kuaishou can boost sales revenue. Between January 2021 and March 2022, Giorgio Armani, Givenchy, and Clé de Peau Beauté had over 60 percent of their sales revenue generated by referral links in live streaming sessions. On the other hand, Estée Lauder and Lancôme relied heavily on content marketing for sales conversion.

Sales revenue distribution of major luxury cosmetics brands on Douyin and Kuaishou in China as of March 2022, by marketing conversion method

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Release date

June 2022

Region

China

Survey time period

January 2021 to March 2022

Special properties

based on estimated sales revenue on Douyin and Kuaishou

Supplementary notes

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Topics

Prestige/luxury cosmetics Cosmetics industry in the U.S.Global personal luxury goods industryLuxury advertising and marketingCosmetics industry
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