November 30, 2018

Singles’ Day 2018


Singles’ Day, the largest e-commerce sales day in China, brought in more than twice the sales of Black Friday and Cyber Monday combined. Dominated by Tmall, the top 10 best-selling brands included Western brands from L’Oréal, Procter & Gamble, and Estée Lauder Companies, and local brands from the growing cosmeceutical space. For an increasingly competitive sales event, winning strategies for beauty centered on influencers and special editions, as well as tactical pre-sales efforts, linking content to commerce, and amplifying through paid media investments across channels.

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