How many lipsticks can you sell? 💄

In 2016, Maybelline hosted a live shopping event on Taobao, China's largest social commerce platform to promote its new lipstick line. Maybelline, a popular American cosmetics brand, had been expanding its presence in China for many years. The live shopping event on Taobao was part of the company's strategy to reach more Chinese consumers and showcase its products in a unique way. The event was a huge success, attracting millions of viewers and generating a significant amount of sales.

50 key influencers were invited to live-stream to their fans during the launch event, which was simulcasted on other streaming platforms. Each influencer created their own product stories and presented the new collection in their own authentic way. Maybelline gained valuable insights directly from their shoppers, and identified which were the most popular shades of the new lipstick line, a process that would usually take a long time to achieve.

The Viya Madness 🤯

Viya, who has millions of followers on Taobao, showcased a variety of Maybelline products, including lipstick, foundation, and eyeshadow. She demonstrated how to use each product and provided tips on how to create different makeup looks. Viewers could purchase the products in real-time through a link provided on the Taobao platform.

One of the highlights of the event was the introduction of Maybelline's Superstar Matte Ink liquid lipstick. Viya applied the lipstick to her lips and then proceeded to eat, drink, and even wipe her lips with a napkin to demonstrate the product's long-lasting formula. This segment of the event went viral on social media, with many Chinese consumers sharing their excitement about the product.

Maybelline's live shopping efforts on Taobao were groundbreaking, generating over 10 million views and more than 1.2 million product orders. It also helped Maybelline establish a dominant presence in the Chinese market and attract a new group of consumers.

The success of Maybelline has inspired many other brands to host similar live shopping events on Taobao. Live shopping events have proven to be an effective marketing strategy in China, which is why we are saying more of them.