The extraordinary explosion of luxury beauty brands on Douyin
With 400 million active users per day in China and 1.2 billion videos watched every day, Douyin, the Chinese TikTok, is on its way to becoming the 2nd largest social network after WeChat! It's the largest culture and art platform in China, where you can find cultural and educational videos? And it's now a great growth opportunity for the big luxury brands!
The biggest success on Douyin? The beauty products and luxury cosmetics industry is booming! The number of videos seen in this sector increased by 220% compared to the previous year, with growth of 138%, almost twice as fast as the growth of the platform as a whole. Figures that make many brands in the sector envious! At the beginning of the year, 5500 brands had an official account on the platform, a 206% increase compared to February 2019. These brands have invested massively in the video platform with influencer campaigns, native Ads and interest-targeted advertising
Who are these brands already present on Douyin?
Unsurprisingly, the Chinese giant Perfect Diary is number 1, followed by European and American brands such as Lancôme, Kiehl's, Estée Lauder, L'Oréal, Filorga, Mac or Saint Laurent Beauté. These brands appreciate Douyin's great strength, which is that it is used as a search platform with direct access and conversion to e-commerce. 32% of the platform's users clicked at least once on a brand commercial link on the beauty videos, and the number of videos viewed is increasing at a rapid rate of 270% compared to the previous year.
This inspiring platform is a site where brands have made it an event venue. Lancôme celebrated its 85th anniversary there with superstar Kris WU, Dior celebrated Chinese New Year on Douyin, others preferred Qixi, Chinese Valentine's Day, Chanel opted for Women's Day...
Users of beauty products on Douyin?
A young profile made up of 46% under 30 years old, educated and living in big cities, a target of excellence highly prized by the major houses since Millenials and Generation Z could represent half of the luxury consumers in the next five years.
But beware, despite such promises, some major international brands are still reluctant to use Douyin or are cautious on this platform. While Dior is the first luxury player to have adopted the platform with a certified account that works non-stop and advertising campaigns, Vuitton has chosen to make itself scarcer, it decided to launch its campaign last December over just two days, the information arrives on the user's news feed and if he clicks, he comes across Vuitton's landing page.
As Thibaut de La Rivière, Director of Sup de luxe, points out, "More and more luxury brands are taking an interest in Douyin, and they could soon make it the most successful e-commerce channel on the web! ».