Marketing
July 12, 2021
Beauty and skincare brands utilized livestreaming, influencer marketing and social channels for 618 Festival promotion. Image credit: Yves Saint Laurent
By Nora Howe
Second to Double 11, or Single’s Day, the 618 shopping festival is the largest mid-year ecommerce promotion in China, with sales surpassing $53 billion this year.
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","iv":"4f683c97e1c8d04834c6d3949529865e","s":"46ff5ab207fe007f"}
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