25 Apr '16, 11pm

What Luxury Can Learn from Beauty Brands About Engaging Consumers on WeChat - Jing Daily

Screenshots of Clinique’s WeChat account. This article was published earlier in our weekly newsletter. Sign up through our “Newsletter Sign Up” box on the right. Among sectors in the luxury industry active on WeChat, the one that seems to have seen the most early adopters of the messaging app and its technology updates is beauty, and a new report by digital intelligence firm L2 details which brands are showing the most digital prowess. The “Beauty China: WeChat” report finds that the app is mainly used as a “branding platform” for this sector as brands take advantage of its programming features. With 73 percent of beauty labels relying on four-post-a-month service accounts (rather than subscription, which allows one a day), this sector is particularly active with a focus on new campaigns to encourage user engagement. A total of 51 percent of the brands incorporate sampling...

Full article: https://jingdaily.com/67577-2/

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What Luxury Can Learn from Beauty Brands About Engaging Consumers on WeChat - Jing Daily

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