Why Maybelline Malaysia is venturing into TikTok Shop

Maybelline Malaysia has launched on TikTok Shop with daily live shopping hosted on the platform. Its marketing director Julian Tan explained that TikTok has become an essential instrument in the marketing toolbox to keep the brand top-of-mind and close to customers' hearts. "As the app has become the primary search engine for Gen Z’s hunt for new trends and content, it is imperative that we keep closely connected and relevant to its target audience," he added.

It partnered with eCommerce enabler and TikTok Shop partner, Momentum Commerce, to drive brand engagement, customer loyalty and online shopping for Maybelline through meaningful content alongside daily livestreams. The agency is also responsible for cultivating Maybelline's brand persona on the platform through community management, 360-degree marketing solution, TikTok Shop operations and distribution, short video production and live streaming production.

The agency, which currently manages a portfolio of livestreaming celebrities, personalities, influencers and content creators will channel these talents into the brand. All video content will be developed at the Momentum Commerce in-house production studio that specialises in producing short video content and live streaming. A+M has reached out to Maybelline for more details.

Meanwhile, the team is also leveraging Kaibo Technology for Maybelline's live streaming. Kaibo is an automated analytics tool that enables brands and streamers to plan, measure and produce live commerce more effectively. The tool uses AI to automatically optimise live streams across multiple platforms to enhance ROI in real-time. Maybelline will also utilise Momentum Commerce's smart AI technology solutions via its technology arm, Sellercraft. The solution aims to help streamlineorder and inventory management, track order fulfilment across multiple channels and provide data driven insight to monitor and optimise business performance on the fly.

Momentum Commerce CEO Hans-Peter Ressel said: "It is our honour to work with the biggest beauty brand name in the world and use our skills to help the brand live and breathe on a global social media platform where they can create and connect with new and current customers in ever evolving ways. We take great pride in also enabling a seamless shopping experience from desktop to doorstep for every beauty lover through our eCommerce fulfilment services."

Separately, Emplifi recently found that video content had greater engagement on TikTok even though brands post more often on Instagram (68%) than on TikTok (32%). Nonetheles, both platforms Starbucks Odyssey will be an extension of the Starbucks Rewards programme. Emplifi CMO Zarnaz Arlia added that it is no secret that TikTok's surge in popularity is continuing.

The Shop feature launched in Singapore last month and TikTok's new business marketing head, APAC, Ng Chew Wee, said over the past few years, Singapore has exceeded its potential as a major eCommerce market, with its projected market volume expected to hit US$11.45 billion by 2025. Hence, the team naturally saw potential in the market to expand the feature. Powered natively within the platform, TikTok Shops products are recommended to users via in-feed videos, livestreams and a product showcase tab prominently featured on sellers' TikTok profile page – all of which can help increase orders, sales performance and video views.