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Japan Beauty Brands Adopt Line Messaging App Faster Than Luxury Segment

August 20, 2014: 12:00 AM EST
Cosmetics brands in Japan are adopting the Line messaging app from Naver faster than luxury brands. Data revealed only 3 percent of luxury brands have created an official Line account, while 20 percent of beauty brands have existing accounts. In 2012, the company launched a feature for the app that enables brands to “create and manage their own account page,” allowing account followers to receive updates and promotions via direct messages or by posts on their timeline.
Andy Patrick , "Beauty Brands Embrace LINE Faster Than Luxury", L2 Think Tank, August 20, 2014, © L2 Think Tank
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