Pixi Beauty is a well-known British beauty brand that is known for its make-up and skincare products. The founder Petra began her career as a makeup stylist and has slowly built up her brand over the years.
The brand has been around for 20 years and has become particularly popular in the last two years, selling through Sephora retail stores. Pixi is particularly well-known for its Glow Tonic Serum, which acts as a liquid exfoliator.
Azoya first helped Pixi set up and operate stores on Xiaohongshu and WeChat, building a brand presence on those platforms with influencer marketing before later expanding to Tmall Global, where it currently generates the bulk of its China sales.
Azoya helps Pixi run day-to-day operations of its e-commerce business, and is responsible for marketing, operations, customer service, managed logistics, etc.
Pixi runs a pyramid-structure influencer marketing strategy, in which top influencers are used to set the tone and message for the brand, and smaller influencers are used to stimulate discussions amongst different customer groups across China.
For the Double Twelve holiday in December, Azoya worked with top influencer Austin Li to run a live-streaming event for Pixi's Tmall store, driving a significant increase in brand awareness and sales.
Aside from B2C e-commerce operations, Azoya also works with Pixi to manage its B2B distribution operations in China.