L'Oreal Ranks No.1 Again in 618 Promotion Sales Performance

For Shanghai beauty companies, the most difficult time is coming to an end. From June 1st, Shanghai's residential communities will resume access in an orderly manner, public transportation will resume basic operations, and special plans will be issued to support the resumption of work and production in various industries, and to speed up economic recovery and revitalization. The ongoing 618 e-commerce promotion has driven online and offline consumption and has become a key node in the recovery of merchants' vitality.

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On June 1st, BST (the time of this article is all Beijing time), a number of topics related to Shanghai appeared on the Chinese social platform Weibo such as "Shanghai is back" and "Shanghai is fully back to normal from now on". As the epidemic situation in Shanghai has been effectively controlled and the order of prevention and control has improved, from June 1, the city will lift the temporary traffic control measures in the region and restore normal traffic order.

In addition, since June 1, Shanghai has also canceled the whitelist system for enterprises to resume work and production, and canceled the unreasonable restrictions on the resumption of work and production. At the same time, the "Shanghai Action Plan for Accelerating Economic Recovery and Restructuring" was released to promote economic recovery and revitalization in many aspects, such as strengthening support and services for enterprises' resumption of work, production and market, unblocking domestic and international logistics and transportation channels, supporting foreign-funded enterprises to resume production and operation, and taking festivals as an opportunity to promote consumption.

For Shanghai cosmetics companies, the most difficult time has passed, and the 618 promotion① is the key battle for the recovery of most cosmetics companies. At 20:00 on May 26th, the 618 pre-sale of China's mainstream e-commerce platform Tmall officially opened.

Until the last moment of the pre-sale, PEOPLE was still adjusting its strategy. The marketing director of PEOPLE, a skincare brand in China that focuses on skin problem repair, said, "Seeing the influx of orders, everyone is nervous and excited. Although they are working from home, the discussion in the group is in full swing, and the familiar feeling is back." All the efforts are worth it. In the first hour, the pre-sale amount of PEOPLE's flagship store ushered in an explosion of more than 30 times compared with last year.    

The brands participating in the 618 are all riveting. China's innovative shampoo and hair care brand Spes reached 3.2868 million US dollars on the first day of 618 pre-sale, surpassing the overall sales of 618 last year. As popular products, 150,000 bottles Washing-Free Hair Spray were sold in 10 minutes, and 100,000 boxes Scalp-Cleaning and Hair-Puffy Sea Salt Cream were sold in 10 minutes.

The official flagship store of Amore Pacific's Korean personal care brand, Ryo achieve over 101,000 bottles on the first day of 618 pre-sale, 52 times that of the same period last year. The pre-sale of the popular star Hair Loss Scalp Care set took 52 minutes, surpassing the whole stage of pre-sale last year, and ranked TOP4 on the Tmall shampoo pre-sale list.

On the whole, the data of the big data analysis platform MarketIDX ② shows that in the beauty and skin care/body/essential oil sector, the top 10 brands in terms of sales are L'Oreal, Estee Lauder, OLAY, Lancome, Proya, QuadHA, LA MER, Shiseido, SkinCeuticals, Winona, with sales all exceeded 100 million yuan (over 15 million US dollars). Among them, L’Oreal’s sales were US$84.2226 million, ranking first on the list; In the top10 list, only Proya, QuadHA and Winona are listed as Chinese brands, ranking 5th, 6th and 10th with sales of $37.886 million, $32.1560 million and $24.8821 million respectively.

In the makeup/perfume/beauty tools segment, there are 9 international brands and 1 Chinese brand Florasis in the top 10 sales. The TOP3 brands are MAKE UP FOR EVER, MAC, and YSL, with sales of $10.384 million, $9.7497 million and $7.6239 million respectively; Chinese makeup brand Florasis ranked seventh with sales of $4.3304 million.

On May 31, JD also announced the 618 phased transaction data: the overall transaction value of all beauty categories increased by 90% year-on-year. Among them, the turnover of more than 20 international brands of beauty cosmetics such as Lancome, Estee Lauder, LA MER, Guerlain and YSL increased by more than 100% year-on-year. Chinese innovative brands also showed strong growth during this period, with the turnover of BIO-MESO, PMPM and Simpcare increasing by 5 times year-on-year.

In addition, the beauty sales in many cities in China broke new records. Among them, the beauty sales in Shanghai increased by 260% year-on-year, and the beauty sales in Beijing increased by more than 100% year-on-year.

Notes:

①618 Promotion: An annual festival in China's e-commerce industry and a shopping festival for the whole people, similar to the "Black Friday" in the United States.

②The data date is from 20:00 on May 26 to 24:00 on May 27, and the statistical amount is calculated according to the amount of the product, including the deposit.