Benefits Cosmetics eyes triple-digit sales growth on TikTok Shop

10 months ago 27

As 2024 kicks off, TikTok Shop is expected to be a central theme within beauty brand retail strategies.

TikTok aims to grow the size of its U.S. e-commerce business tenfold, to as much as $17.5 billion this year, according to Bloomberg. And beauty brands like Benefit Cosmetics are equally ambitious about their growth and preeminence on TikTok Shop.

Since joining the TikTok Shop beta program in March 2023, Benefit has sold well over 87,000 product units, according to its own TikTok Shop. But the brand has even larger ambitions for TikTok Shop moving forward. A unique selling point of TikTok is its product and brand discovery capacity, which has led the app to become a notable search competitor to Google among younger people. Toto HaBa, svp of global omni-marketing for Benefit Cosmetics, said Benefit wants to lean into that trend to uncover new audiences. He said he could see the brand’s TikTok Shop sales “easily tripling or quadrupling” in size in 2024. The LVMH-owned brand does not disclose overall sales.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.

Article From: www.glossy.co

Read Entire Article

Note:

We invite you to explore our website, engage with our content, and become part of our community. Thank you for trusting us as your go-to destination for news that matters.

Certain articles, images, or other media on this website may be sourced from external contributors, agencies, or organizations. In such cases, we make every effort to provide proper attribution, acknowledging the original source of the content.

If you believe that your copyrighted work has been used on our site in a way that constitutes copyright infringement, please contact us promptly. We are committed to addressing and rectifying any such instances

To remove this article:
Removal Request