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