WeChat has become a marketing hub for cosmetic brands in China, with 96 out of the 100 brands studied having an account. According to a new study by L2, this number is up from just 30 out of 100 last year, whilst the social network's user base increased 39% in the same time period. The cosmetic companies tracked were both Chinese and foreign and are increasingly reaching potential customers through WeChat even though, in most cases, the items advertised cannot be bought through the service. However, the study does show that half of brands offer direct links to online stores whilst WeChat offers retailers ecommerce services, such as order management and order tracking.Â
