Top of the charts: Facial masks and premium brands dominate Shopee’s first mega festival of the year

By Amanda Lim

- Last updated on GMT

Health and beauty emerged as one of the top three categories on Shopee’s 4.4 Mega Shopping Day. [GettyImages]
Health and beauty emerged as one of the top three categories on Shopee’s 4.4 Mega Shopping Day. [GettyImages]

Related tags e-commerce trends

Health and beauty emerged as one of the top three categories on Shopee’s 4.4 Mega Shopping Day with products like face masks performing well while premium brands saw strong uptick in demand.

Shopee is an e-commerce platform based in Singapore that operates in South East Asia and Taiwan.

This April, it launched the inaugural 4.4 Mega Shopping Day. The first mega sale of the year, the shopping festival was conceived to build on the momentum of the platform’s year-end events.

According to Shopee’s data, during the festival, six times more items were sold on Shopee compared to an average day.

Across the region, Shopee’s in-app games saw 80 million plays across the region and 32 million minutes were watched on Shopee Live on average daily.

As the platform has seen consistently strong demand for beauty products across the region, it was no surprise that health and beauty emerged as one of the top three most popular categories.

The other two top-performing categories were home and living as well as mobile and gadgets.

Top performing skin care brands included L’Oréal Paris, La Roche-Posay, Garnier, Olay and Innisfree. In colour cosmetics, the platform recorded strong sales for Maybelline, Perfect Diary, Laneige, 3CE and L’Oréal Paris.

Within the health and beauty category, the platform saw the strongest demand for products such as facial masks, as consumers having been turning to at-home skin care rituals amid the COVID-19 pandemic, said Shopee.

Some of the top-performing brands of face masks on the platform were L’Oreal Paris, La Roche-Posay, Garnier, Olay and Innisfree.

Surprisingly, even though make-up sales have suffered amid the ongoing pandemic, make-up tools were one of the top categories in health and beauty.

“We believe that as more consumers in the region turn to e-commerce and trust Shopee to fulfil their daily and lifestyle needs, the demand for authentic skin care and beauty products will continue to grow as well,”​ said Shopee.

Premium rush

Additionally, Shopee also launched its first Shopee Premium Brands Festival at the same time to cater to a growing community of premium beauty shoppers.

Both the events were aligned offer users the biggest deals from leading premium brands and grow its community of premium beauty shoppers.

According to Shopee, its premium brand partners saw a strong uptick in demand throughout the campaign period and recorded 4.5 times more orders at the festival than in the week leading up to it.

Among the beauty brands featured were Amorepacific-owned luxury beauty brand Sulwhasoo, which held its first regional Super Brand Day with special deals, gift boxes, and brand samples.

Furthermore, Japanese beauty brand Shiseido also officially launched on Shopee Premium with special deals and a limited-edition beauty set.

Both Sulwhasoo and Shiseido were among the most popular brands on Shopee Premium during the event. Top beauty products included sleeping masks and beauty serums.

Across the 4.4 campaign period, both Sulwhasoo and Shiseido participated in co-branded livestreams across a few of our markets like Malaysia, Thailand, Indonesia and Vietnam.

In Thailand, Sulwhasoo’s livestream, which featured popular Thai actor and model, Gulf Kanawut Traipipattanapong, recorded a four-time uplift in views compared to an average day.

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