To market to digitally-savvy millennials in Southeast Asia, P&G skincare label Olay has teamed with online shopping platform Shopee with the rollout of its “Adult Fearlessly” campaign.
The revamped brand campaign will be held just at Shopee throughout six markets, operating between Oct. 14 and Oct. 15 in Singapore, according to a Tuesday (Oct. 6) announcement.
It will showcase a co-created video entitled “Fearless with your choices” and exclusive deals on Olay merchandise. It builds on the past success of the relationship between Shopee and Olay, according to the announcement.
“Fearless with your choices” shows a young woman’s path into adulthood through which she encounters the struggle between individual desires, expectations of society and worries over physical appearances.
“Health & Beauty is one of the most popular categories on Shopee, and we are confident that the Adult Fearlessly campaign will especially resonate with millennial and female Shopee users who enjoy consuming video content, and are purchasing more skincare products online,” Shopee Regional Managing Director Ian Ho said in the announcement.
Olay will showcase its selection of skincare merchandise on its official Shopee Mall with discounts as high as 55 percent off on Olay items.
“As a leading skincare brand in Singapore, we are always focused on how we can best connect with our consumers to provide the superior skincare products they need,” Lucy Moran, Olay and personal care senior eCommerce director, Asia Middle East and Africa, said in the announcement.
In separate cosmetics news, sales of U.S. “prestige” beauty items in Q2 2020 arrived at $2.8 billion, marking a 36 percent drop in sales from Q2 2019 per NPD Group. But eCommerce sales increased by 90 percent during this time, comprising approximately 61 percent of overall industry sales and a 70 percent portion in contrast to in-store sales.
Furthermore, one study discovered that 86 percent of worldwide Gen Z shoppers spend money on cosmetics.