As part of the Super Brand Day, there is a “takeover” on Shopee's app to highlight L’Oreal for 24 hours. A L’Oreal themed in-app game, "Beauty Ninja", was also launched to engage users through gamification. Besides the game, users also get a chance to win Shopee vouchers and L’Oreal products through a series of social media giveaways.
"L’Oreal is committed to pushing the boundaries in the cosmetics and beauty industry while Shopee is focused on enhancing the e-commerce experience and continually improving the platform in order to offer the best online shopping experience for our users. We believe that this shared commitment of doing our best for our consumers will translate to great successes for the L’Oreal x Shopee Super Brand Days happening across the region," said head of regional marketing at Shopee, Agatha Soh in a statement to Marketing.
Themed "Women's Day, Live Your Beauty", the campaign runs from 4 to 8 March and featured four brands for different female shopper profiles - L'Oréal Paris, Maybelline New York, NYX Professional Makeup and Garnier. Shopee CEO Chris Feng said in a press release that the collaboration with L'Oréal marks the first regional instalment of its Super Brand Day series.
Soh added that diversity and inclusion are embedded into Shopee's culture and every employee from the highest levels of senior management down to new hires. The company has also been supportive of female-led initiatives, such as a partnership with CodingGirls last year to encourage young women to code and offer networking opportunities with top female leaders in the science, technology, engineering and mathematics fields.
"At Shopee, we also have a working mothers group, where participants from all levels within the industry gather regularly to discuss new policies for working mothers. For example, policies that afford them flexible working hours and working remotely," said Soh.
Last month, Shopee targets male shoppers by debunking stereotypes around them in a marketing campaign for its new "Shopee for Men" in-app portal.