Native apps have lost market share in China in the past few years, as increasingly users have preferred to engage with brands on WeChat and more recently specifically on Mini Programs (MPs). MPs are the app like experience offered by WeChat that has removed the need to go to an app store to download an app.

Sephora has prided itself on being on the cusp of technology in China and as a result launched it's own MP in 2018, to sit along side it's existing mobile interfaces; native app and .com site.

The objectives for this new channel in 2020 were to:

1. Improve MP channel share

2. In line with #1, grow MP contribution to total sales in 2020 vs 2019

The creative strategy, as well as the platform evolution direction, was driven by the need to provide users with sought after content. This was to help meet their need for new content, as users found themselves with more time on their mobile devices, as a direct result of the CV-19 outbreak.

The creation and implementation of a feature-rich and robust live streaming module helped address each and every aspect of brand and consumer pain points.

This is the third year that the MP Ecommerce platform has been running. ?However the strategy had to be drastically rethought in early 2020, due to the sudden disruption from CV-19.

The pandemic led to users spending 70% more time on their mobile devices.* Additionally, 54% of users watched more streaming content.*

How could Sephora adapt their strategy to reflect this evolution in consumer behaviour?

Their challenge was aided through Tencent making live streaming technology available on it's WeChat platform.

This allowed Sephora to leverage it's community of KOLs and famous makeup artists, to make live streaming content available to users in their MP

*GlobalWebIndex’s CV-19 Multi market study, wave 5, July 2020

The technology evolution that made live streaming available on WeChat underpinned the entire activity.

The live streaming module allowed users to access a schedule of upcoming live streaming content on the Sephora MP.

Users would receive a notification just before any selected stream starts.

During the stream, users can join Q&As, as well as directly access product detail pages (PDP) to purchase.

Own media was used as the main channel for communicating the platform enhancement. As all existing users of the platform had an existing relationship with Sephora, this was the most efficient channel.

Being China and WeChat, this was almost entirely on mobile.

Broadcast messages from Sephora's WeChat Official Account were the primary form of communication; both in terms of launching the new feature to users, as well as providing updates on upcoming live streaming content.

The program in 2020 far and away exceeded the strategic objectives.

Specifically comparing like for like campaign periods from 2019 to 2020, in this case 30 May 2020 versus 1 Jun 2019:

MP channel share more than doubled, growing 117%

MPs contribution to total sales, grew 2.35x

The use of live streaming has effectively introduced a new user experience and path to purchase on mobile. Users are able to seek out upcoming live streams from their favourite KOLs or make up experts on the MP. These streams met their need for additional content during CV-19, but also offered the opportunity to purchase, should the product(s) introduction during the stream, appeal to them.