Intime grows beauty business thanks to digital marketing
What: major beauty brands increased their 2020 turnover thanks to digital marketing innovations.
Why it is important: La Mer realised 50% of its 2020 turnover thanks to live streaming, leading to 200% increase.
La Mer, Lancome and Estée Lauder each surpassed USD 15,5 million turnover at Ali Baba’s own Intime department store, in spite of store closures. Intime, with its own e-commerce app Miaojie, encouraged its sales staff to become livestreamers, recommending and selling products via platforms. La Mer increased sales by 200% thanks to this strategy.
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