Are strategic e-tailer and beauty brand collabs the go-to marketing plan?

By Natasha Spencer

- Last updated on GMT

Are strategic e-tailer and beauty brand collabs the go-to marketing plan?
Lazada’s first Super Brand Day took place on 29th July, in conjunction with National Lipstick Day.

A 24-hour shopping bonanza hit Singapore, Malaysia, Thailand and the Philippines, as Southeast Asia’s largest e-commerce portal collaborated with international make up brand M·A·C for its first-ever Super Brand Day.

National Lipstick Day

Teaming up across four Southeast Asian countries on the one day a year dedicated to consumers’ love of lipsticks, shoppers picked up M·A·C. X Lazada limited-edition products, complimentary lipsticks, along with high-end packaging and themed gifts.

In anticipation of the event, M·A·C. X Lazada also set up a consumer press event in both Bangkok and Manila, inviting a variety of M·A·C's makeup artists, influencers and celebrities for shoppers to interact and engage with.

With the tagline, “Too many lipsticks? Never”​, Lazada reports record-breaking numbers, emphasising consumer's interest in getting involved with exciting and exclusive offline shopping experiences.

New records set

Lazada reveals that across all four countries, the number of M·A·C lipsticks sold exceeded the total average sales in six months. M·A·C  launched Little M·A·C Duos (mini lippie sets) as an exclusive product for the event, which sold out in 30 minutes of the event opening its doors across all four countries.

Select shades including Ruby Woo, Please Me, and Velvet Teddy are the most popular choices for consumers in Southeast Asia and sold out in minutes at the event.

Alibaba pushed an additional $1 bn investment (€855.9 mn) in Lazada in 2017. The online e-tailer aims to appeal to “highly engaged and mobile-first beauty consumers”​. Following the event, M·A·C received almost 20,000 followers to Lazada’s official store. Its e-commerce site also helped Lazada speak directly with its consumers through its new live chat function.

Interaction, engagement and growth

Social media content and hashtags including #MACXLAZADAMY, #MACXLAZADAPH, #MACXLAZADASG and #MACXLAZADATH have played a crucial role in creating activation, receiving over 16 million impressions and over 130,000 interactions.

Centring on becoming the “most active consumer engagement platforms”​, Lazada now has over 1,000 beauty official flagship stores across six countries, including large beauty brands from Korea, Japan, Indonesia, Thailand and the Philippines.

"In the past two years, we have seen an exponential growth with brand partners on Lazada. Super Brand Day allows these brands the opportunity to engage their fans in innovative ways and reach new customers in all parts of Southeast Asia,”​ Robin Mah, Chief Business Owner, Lazada’s Group.

“Our first Super Brand Day in partnership with M·A·C Cosmetics was able to bring superior consumer experience through the power of our technology and platform.”

It is anticipated that strategic partnerships between Lazada and brands such as these are on the up: “We look forward to building innovative experiences for our global brands and consumers through upcoming Super Brand Days."

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