Online shopping platform Shopee is launching a premium destination to help high-end brands reach customers online.

The ecosystem, called Shopee Premium, will house brands including Calvin Klein, Sulwhasoo, Ralph Lauren and L’Occitane, and will operate initially in five markets: Singapore, Vietnam, Malaysia, Thailand and Indonesia.

The aim, according to Shopee regional managing director Ian Ho, is to allow premium brands to tap into Shopee’s customer insight and brand tools to better shape the online experience for customers.

“With an increased demand for premium products online, we saw the need to carve out a more exclusive and differentiated destination for premium brands to capitalise on this growth opportunity,” Ho said.

The premium ecosystem will feature ‘brand spotlights’ to showcase certain brands with a mix of long-form articles and videos, and will allow brands to feature and share video product tutorials and reviews in an effort to reach the growing millennial and Gen Z audience for premium goods.

Alex Junho Lee, regional senior director at AmorePacific, said customers rely on review and tutorial videos in order to find the kinds of products that suit them.

“As such, the enhanced brand storytelling features on Shopee Premium, such as the dedicated brand features pages to showcase videos on skincare routines and product reviews are a great asset for us,” Lee said.

“This enables Sulwhasoo to build trust and loyalty with customers and provide them with confidence to shop with us.”

Shoppers will be able to enjoy exclusive brand content and collaborations during the site’s Grand Launch live streams, which will be taking place from October 4 to 10.