THE WHAT? The Beauty Health Company has announced the launch of its first DTC sales channel on Tmall. The Californian firm’s flagship brand, Hydrafacial will offer a series of skin health treatment packages via the Chinese e-commerce platform, which can then be redeemed at a verified provider.
THE DETAILS The Tmall store will feature regular livestream selling events, leveraging local beauty and lifestyle influencers for key moments throughout the year. The brand is among the first aesthetics treatments offerings to be sold via the online shopping platform.
THE WHY? BeautyHealth President and Chief Executive Officer Andrew Stanleick, comments, “Hydrafacial has been a pioneer in every channel we have entered, finding and capturing new appetite from consumers every time. Our entry into e-commerce in China is no different and demonstrates our commitment to capturing the long-term opportunity in the region. Asia is a key growth market for our business.”