Cosmetics online flash sales to take off in Asia

By Michelle Yeomans

- Last updated on GMT

Cosmetics online flash sales to take off in Asia

Related tags Southeast asia

In an effort to push the mobile commerce market in Southeast Asia, Japan based mobile app company ‘Line’ has plans to influence flash sales across markets including cosmetics.

The company mainly deals in an application that promotes instant messaging on smartphones and personal computers, enabling users to exchange and gain access to graphics, video and audio media on online platforms.

‘Flash sales’ give consumers access to goods on Line's mobile platform, including items such as cosmetics and Line's own branded merchandise.

It is becoming an increasingly popular way to sell products online in Asia because the direct-to-customer approach allows companies to save costs on excess inventory and distribution to third-party vendors.

Line's success includes a partnership with Maybelline

According to the head of business development division at 'Line Plus' Kang Hyun-bin, the brand is considering launching flash sales in Indonesia, Malaysia, Hong Kong and Singapore, following the service's success in Thailand and Taiwan.

Taiwan began Line flash sales in June this year, making it the second country to launch the mobile service after the developer announced a partnership in December last year with all-in-one e-commerce logistics firm aCommerce and the Maybelline cosmetics brand to sell to customers in Thailand.

According to regional publication The China Post, Line's app has nearly 500 million users worldwide with Japan being the company's biggest market with more than 52 million users.

Thailand follows closely behind with 27 million users, Indonesia with 20 million and Taiwan with over 17 million users. 

Strong online presence is key for the beauty industry 

Digital has been called up as an essential tool for the marketing of beauty brands in Asia thus a strong online presence is key.

Shiseido launched its Za range earlier this year via a digital-heavy campaign, a strategy the company describes as necessary for a contemporary beauty brand to connect with a target audience.

The personal care giant's campaign was centered around a Facebook application, the launch of which focused on the idea of communicable beauty sharing among female friends, with the app dubbed ‘BFFs’ (best friends forever).

While China leads the world for mobile purchases, it is closely followed by India, according to a new PwC survey, with 69% of respondents saying they shop online.

The size of India's e-commerce market in 2013 was around $13 billion, according to a joint report of KPMG and Internet and Mobile Association of India (IAMAI), and the emerging market is gearing up for an approaching explosion of online sales for the country.

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