Italian fashion house Armani, in partnership with L’Oreal, has launched a WeChat AR mini program, which facilitates an anytime virtual makeup try and buy experience. With shoppers continually searching for omnichannel retail options, AR can streamline and invigorate e-commerce.

Launched a decade ago, Singles’ Day has become the biggest sale of the year in China. As shopping preferences change – particularly among Gen Yers and Zers, who are increasingly adopting a digital-first approach – brands are adapting strategies to optimise their reach, impact, and profit margins.

Younger Chinese consumers are no longer turning to advertisements to help them shop – they’re listening to each other instead. Shanghai-based app Xiaohongshu (Little Red Book) is harnessing social commerce and changing the way luxury consumers learn about products online.

Nearly two thirds of Chinese consumers are more curious about 'niche' beauty brands than big ones. In the internet age, with information easily accessible to anyone and everyone, lesser-known brands are growing in desirability among people who want to stay ahead of the crowd.