Beauty brands launch Valentine’s Day offering on Tmall

Tmall Luxury Pavilion saw 30,000 products on its platform per month last year.

Many fashion and beauty brands have launched a slew of digital limited-edition products to celebrate Valentine’s Day on Alibaba Group’s online marketplace Tmall, the e-commerce platform revealed in a press release.

British luxury fashion brand Burberry offered romantics 100 units of digital pieces inspired by its popular deer mascot. Swiss luxury watch brand Piaget is selling 35 digital collectibles featuring its tiger-themed wristwatch.

Meanwhile, New York-based Tom Ford debuted its latest rose-based fragrance, Rose De Chine, featuring a Chinese golden peony. A limited-edition lipstick from France-based Hermès, in its signature Rouge Grenat dark red shade, is trending on Tmall, the company said.

Among the brands looking to maintain sales momentum gathered during Chinese Lunar New Year holiday, Yves Saint Laurent, another French brand, brought forward the launch of an eye cream from April to this month to capitalize on Valentine’s Day demand.

According to Tmall Luxury Pavilion, brands launched over 30,000 products on the platform per month last year, and many are limited editions or available first in China.