South Korean cosmetics and personal care brand LG H&H has signed a memorandum of understanding (MoU) with Shopee to accelerate its growth in premium beauty and personal care categories in five key markets including Singapore, Malaysia, Vietnam, Thailand and Taiwan. It comes as LG H&H aims to grow its e-commerce business and attract new online shoppers.
The partnership will be led by Sean Lee, Head of Overseas Business Division at LG H&H and Chris Feng, Group President at Sea. The two companies will also work together and bring more brands under LG H&H to Shopee, and identify new opportunities to collaborate in areas such as marketing and exclusive product launches. LG H&H also aims to be among the top ten leading brands in the health and beauty category on Shopee. Indeed, the brand had already launched some of its brands on Shopee such as The Face Shop, belif and su:m37 before.
Last month, she also launched her luxury brand The History of Whoo on Shopee Mall and Shopee Premium via a regional campaign in Southeast Asia. Shopee Premium was launched in 2020 and has stepped up efforts to grow the premium segment by integrating popular international and local premium and luxury brands, as well as enhancing customer experience with new features, Shopee said.
LG H&H’s Lee said that with Shopee as the main priority e-commerce partner in Southeast Asia, the e-commerce platform will be able to provide in-depth insights into the local market landscape, and LG H&H can leverage its expertise in using data-driven approaches to understand the consumer. e-commerce behaviors.
Meanwhile Terence Pang, Chief Operating Officer of Shopee, added, “As demand for premium health, beauty and personal care products continues to grow on Shopee, we are excited to deepen our partnership with LG H&H to bring greater variety and value to our buyers. Pang explained that Shopee aims to help LG H&H expand its omnichannel presence in Southeast Asia and reach the emerging generation of digital luxury shoppers through Shopee Premium.
To appeal to Southeast Asian consumers, brands – now living in the “age of the consumer” – must put consumers at the center of everything they do. Shopee has successfully driven a hyper-relevant consumer strategy in Southeast Asia, ensuring its users in all of its markets have consistently relevant and personalized shopping experiences.
Other brands have also partnered with Shopee to expand their presence in Southeast Asia and leverage its consumer strategy. Last December, Shopee and Colgate-Palmolive teamed up to jointly drive e-commerce penetration of oral care, home care and personal care products and categories on Shopee in seven South Asian markets. -Is, reflecting Colgate’s commitment to the markets.
Last February, Korean beauty brand Sulwhasoo’s parent company, Amorepacific, signed an agreement with Shopee to accelerate the growth of Korean beauty in the online beauty category in Southeast Asia. The partnership has seen Amorepacific pilot data-driven strategies, joint marketing efforts and co-branded collaborations. The beauty brand aimed to expand the coverage of its current portfolio of brands on Shopee to more markets to meet “untapped demand” and offer more assortment to consumers.
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