Shopee details how beauty brands could benefit from expansion drive

Speaking during the inaugural Shopee Brands Summit on Jan 25, Shopee COO Terrance Pang said one of the firm’s chief goals was to acquire more consumers, which in some ways has become easier in light of the COVID-19 pandemic.

“Specific to the backdrop of COVID, what we see is certain areas of growth where it used to be slightly harder to penetrate, now it’s starting to become easier. We’re looking outside the tier-one cities, older users, more premium users,”​ said Pang.

“This is an area where we feel this year and the years going forward would be the right opportunity and the right time for us to aggressively venture into.”

To reach more affluent consumers, the platform launched Shopee Premium last year. It is a dedicated platform that provides consumers with direct access to authentic luxury brands such as Sulwhasoo and L’Occitane.

With the platform, Shopee is able to help its brand partners address the specific needs of their consumers.

“In terms of beauty brands, there are mass-market and premium brand, each and every one of these brands have their unique wants and differences and we need to customise for them. For instance, with Shopee premium, what brands want is a premium segment for them to showcase their brands,”​ said Ian Ho, regional managing director and head of regional brand partnerships, Shopee.

The firm, which is owned by New York-listed Sea Limited, said it would be scaling up Shopee Premium with more campaigns as well as more beauty and fashion brand offerings.