Tmall started selling 618 for 30 minutes, P&G, Lancome, L'Oreal, Shu Uemura, and Estee Lauder broke the billion mark.

Tmall's 618 officially goes on sale tonight at 8 o'clock, with beauty brands starting off hot. Within 10 minutes of the sale, P&G's sales broke 100 million. After 20 minutes, Lancme also broke 100 million, followed by L'Oreal, Shu Uemura, and other brands. Within 30 minutes, Este Lauder broke 100 million. 45 minutes in, CPB also surpassed 100 million in sales. Within the first 30 minutes of the sale, popular items such as Kosemetik Collagen Sticks 2.0, SK-II Facial Treatment Essence, Shu Uemura AGE Cream, Estee Lauder Advanced Night Repair, P&G Anti-aging Essence, and 32 other items each had sales exceeding tens of millions. This year, Tmall's 618 offers an immediate 15% discount, which can be stacked with large value coupons and category coupons with even greater discounts and lower thresholds compared to previous years. For example, the beauty surprise coupon offers a discount of 200 RMB on a purchase of 1500 RMB, and a discount of 120 RMB on a purchase of 900 RMB, with the lower threshold dropping from 1000 RMB last year to 900 RMB and the most significant discount in history. With multiple discounts in place, the beauty category is experiencing a concentrated surge in consumer spending.