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Veta Group Launches on 'RED,' China's Top Consumer Review and eCommerce App

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NEW YORK, Feb. 7, 2018 /PRNewswire/ — New York City-based VETA announced today it has become the first American specialty hair care line to directly enter into a Merchant Agreement with RED (Xiaohongshu). RED is the largest and fastest growing social eCommerce application in China with over 60,000,000 registered users. VETA will now be available for direct purchase on the VETA flagship shop on the RED platform.

– VETA joins the world’s largest product review database, which has existing strategic partnerships with many U.S., Japanese and Korean brands, including Japanese skincare company SK-II, designers Vivienne Westwood and Anna Sui, and nutrition company GNC.

– Provides direct access to 60 million highly targeted Chinese consumers to discover and shop for luxury foreign goods.

Social-meets-eCommerce platform for premium international brands such as L’Oreal and Estee Lauder seeking to enter the Chinese market.

– Leading global sales and marketing channel for creating demand through reviews and connectivity.

Commenting on the launch, VETA CEO Abner Silva said, “RED boasts an actively and rapidly growing community of targeted, affluent consumers, providing us with invaluable insight into Chinese consumer behavior. Entering into a Merchant Agreement with RED on this unique eCommerce platform will both enhance brand awareness and drive revenue growth. Following on the heels of our debut on JD.com and VIP.com–two other giants of the Chinese cross-border eCommerce market–our partnership with RED allows our specialty hair care range to really gain traction with consumers determined to seek out and buy US-made beauty products.”

The RED application is the largest word-of-mouth marketing platform in China with users posting 50,000 new product reviews and comments daily. Members can discover and buy international products based on trusted user generated content, including recommendations and reviews, that come from the personal experiences of community members. RED’s member base is focused on premium/luxury products across multiple categories. Its most popular products include foreign cosmetics and beauty products.

“Given our luxury positioning and the unique benefits of VETA’s functional hair growth products, the RED social platform will positively impact our brand awareness, social currency, and ultimately consumer acquisition in China,” Silva commented.

VETA’s full hair care range will be listed on the RED Marketplace, including within a flagship storefront, with orders to be fulfilled directly to consumer’s homes in China. The platform also provides the opportunity to trial new products and gain insight into their appeal with Chinese consumers.

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