KKW Beauty targets Chinese consumers with Livestreaming

THE WHAT? Kim Kardashian West starred in a livestream broadcast to China to promote her KKW Fragrance range ahead of Singles’ Day.

THE DETAILS The reality star used an Alibaba broadcast to mark the arrival of her namesake perfume to Tmall Global.

“I love beauty from so many different cultures so I was so proud that there are so many amazing influencers in China,” Kardashian West told viewers.

Indeed, China’s top livestreamer, Viya, called in during the spot, helping Kardashian West to sell half a million units during the broadcast.

THE WHY? Even one of the world’s top influencers needs the right platform to sell into China.

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