Over 40 percent of total e-commerce value on TikTok Shop comes from shoppers aged 40 and older, according to [mediakey.it].
Unilever Italia has launched on TikTok Shop starting with its beauty, wellbeing, and personal care portfolio, [mediakey.it] reported. The initial rollout features two brands: hair care line Sunsilk and enamel protection brand Regenerate. The company plans to expand the project to additional brands and categories in the future.
The strategic move aims to connect with online communities through an integrated discovery and shopping experience. TikTok Shop represents another component of Unilever’s social-first approach, which places social media at the center of community listening, desire building, and sales conversion.
“People discover products and brands in ways profoundly different from the past,” said Fabrizio Beraldi, Head of Sales Unilever Italia, to [mediakey.it]. “With TikTok Shop, Unilever wants to experiment with a new model capable of making the shopping experience more immediate, engaging, and coherent with the digital behaviors of e-shoppers.”
TikTok Shop attracts a diverse audience that extends beyond Generation Z. Users on the platform show strong engagement with beauty categories, with recent data indicating that one-third purchase make-up or cosmetics, 75 percent buy shampoo, and half purchase hair conditioners.
“The arrival of Unilever on TikTok Shop demonstrates how even the most iconic brands can continue to innovate the way in which they meet consumers,” said Massimo Rocchelli, Industry Lead, TikTok Shop Italia, to [mediakey.it].
“With Sunsilk and Regenerate, two brands that make up part of the daily lives of numerous people, we want to create new occasions of discovery, transforming the strength of communities and contents into concrete growth opportunities.”
Unilever will monitor the results of the initial rollout in the coming months. The company intends to evaluate further development opportunities for discovery e-commerce across its brand portfolio and experiment with new formats designed to strengthen relationships between brands, creators, and communities.
The company will continue evaluating performance data to determine when to introduce additional product lines to the platform, [mediakey.it] reported.
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