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Amala Beauty Launches Livestream for China’s 618 Shopping Festival

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Amala Beauty’s livestream focused on exclusive performance skin care products. Photo: Amala Beauty's Facebook.

German skin care brand Amala Beauty has launched livestream campaigns on Tmall Global, Alibaba’s online marketplace, as part of its marketing for China’s annual 618 shopping festival.

Related: China Prestige Beauty E-commerce Sales Grew 87% in June

Amala Beauty’s livestream focused on performance skin care products for the China market.

In 2020, Amala Beauty selected China retailer Azoya as a strategic partner to enter the China market, with a Tmall Global Flagship store debut in early December.

Franklin Chu, managing director U.S. for Azoya said, "With China's live-streaming e-commerce rising significantly over the past few years, it is undoubtedly an essential tool for beauty brands to reach Chinese digital-savvy consumers and promote products directly."