# Luxury Beauty Retail Livestreams Amala Beauty Launches Interactive Shopping Events on Tmall Global By Niko Pajkovic | Published 2021-09-10 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/tmall References: [prnewswire](https://www.prnewswire.com/news-releases/amala-beauty-launches-livestream-for-chinas-618-shopping-festival-301324056.html) & [amalabeauty](https://amalabeauty.com/) German luxury skincare company Amala Beauty has launched a series of [live stream commerce campaigns](https://www.trendhunter.com/trends/live-social-shopping) on [Tmall Global](https://www.trendhunter.com/trends/uncle-buds), China's largest B2C cross-border online marketplace. The new campaigns kicked off the brand's marketing for China's annual 618 shopping festival, the second-largest e-commerce shopping day in the country, which takes place every year on June 18th. Amala Beauty's live stream events promoted a range of performance skincare products geared towards the Chinese market. In doing so, the company looked to further build upon its strategic partnership with Azoya, an e-commerce tech company that worked with the brand to launch the Amala Beauty flagship store on Tmall last year. A strategic move, Amala Beauty decided to use live stream to differentiate itself from the competition. This relatively new marketing avenue helped the company reach consumers in real-time, providing them with a highly visual, entertainment-based experience. Image Credit: Amala Beauty ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 49% | Activity: 62% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Live Stream Commerce:** More luxury beauty retailers will adopt live stream commerce as a way to reach consumers in real-time and provide them a highly visual, entertainment-based experience. - **Performance Skincare Products:** Luxury beauty brands will continue to innovate and develop products that cater to the specific needs of the Chinese market, particularly in the performance skincare category. - **E-commerce Tech Partnerships:** Luxury beauty retailers will collaborate with e-commerce tech providers to launch flagship stores and leverage their expertise in online commerce to stay ahead of the competition. ### Where This Applies - **Luxury Beauty:** Luxury beauty brands will continue to explore new digital marketing channels, such as live stream commerce, to reach consumers and boost brand awareness. - **E-commerce:** E-commerce platforms will continue to grow as luxury beauty retailers look to expand their online presence and offer more personalized shopping experiences. - **Technology:** Technology companies, particularly those specializing in e-commerce, will continue to partner with luxury beauty retailers to provide innovative solutions that enhance the digital shopping experience. ## Related on Trend Hunter - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [In-Stream Shoppable Experiences](https://www.trendhunter.com/trends/elf-cosmetics-twitch.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md) - [Accessible K-Beauty Bundles](https://www.trendhunter.com/trends/dr-melaxin.md) - [Live Social Shopping Expansions](https://www.trendhunter.com/trends/live-social-shopping.md) - [Livestreamed Fashion Campaigns](https://www.trendhunter.com/trends/amazon-fashion-europe.md) - [Amazon Beauty Expansions](https://www.trendhunter.com/trends/premium-beauty-store.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md) - [Beauty-Focused Shopping Apps](https://www.trendhunter.com/trends/live-shopping-app.md)