This evolution is a symptom of consumers’ need for something more than the impersonal and monotonous product photos and descriptions found on eCommerce sites worldwide.
To meet this need, those we now call influencers first created blogs, which, using colloquial language accessible to all, testified to their direct experiences with certain products.
Blogs paved the way for YouTube videos, through which influencers were able to establish relationships of trust and confidence with their followers. Videos allowed people to see products in use, test their quality, and listen to the opinions of influencers and interact with them through comments.
The success of blogs and videos not only led to the creation of real communities but also demonstrated how people were seeking more engaging and personalized shopping experiences. The convergence of technological progress and the need to meet consumer needs has inevitably led to the birth and development of live shopping. Thanks to live shopping, people can now interact with the host in real time, ask questions and receive immediate answers, discovering the characteristics of all the products shown.
Live shopping is an alternative way to shop online, while at the same time enjoying all the comforts that come from a physical shopping experience: asking questions of sales assistants, eliminating doubts and uncertainties to arrive at a more informed purchase that fully meets our needs. Thanks to the characteristics of this format, online sales have increased, especially in the beauty sector.
To make the most of live shopping’s potential, brands can decide to have their products presented by specific influencers depending on the target audience of the live stream. Through this collaboration, brand visibility can increase while capturing a larger share of people.
The exponential growth of the beauty sector in recent years has led many companies to review their sales strategy, aligning with current trends and seeking to perfect the online shopping experience.
The combination of these factors has triggered the adoption of live shopping in the beauty sector as well, in search of new ways to interact with consumers.
The Beauty Market around the World
In recent years, the global market has faced various challenges that have had a strong impact on all sectors. But despite the pandemic and the complex international scenario, the beauty sector has recorded continuous growth, reaching a turnover of over $617.2 billion (EUROMONITOR INTERNATIONAL) in 2023. This means that since 2018, the beauty market has grown by 19.9%.
The dynamism of the market favors multiple opportunities for brands in the sector, but at the same time, its complexity makes it difficult to identify the best direction to take. In the past, all brands had faced the fateful choice of which distribution channel to focus their efforts on. Today, the choice can no longer be unique.
Consumers now have different preferences and multiple needs compared to the past. Regarding the process of purchasing beauty products, consumers no longer only evaluate the price range but also look at the chemical composition of the product, whether or not the product is effective, and above all, what reviews are circulating on the internet. Beyond the intrinsic factors of the product, its availability will be the deciding factor that will determine the consumer’s purchasing choice.
This is where major eCommerce platforms come into play: not only beauty-specific e-commerce sites like Marionnaud, Douglas, or Sephora, but also more general platforms like Amazon. Today’s landscape is characterized by an increasing number of companies that are focusing on digital, recognizing the great added value it can bring to customers and ultimately to the business.
Although now widespread worldwide, live shopping originated in China and it is there, both due to cultural predispositions and the deep and widespread use of the internet, that it finds its maximum expression. Data shows that at the end of 2023, about 55% of internet users had purchased on a live shopping platform at least once.
Just like fashion, the beauty sector has also seen the phenomenon of live shopping born in China and spread rapidly. One of the first brands to introduce live shopping into its marketing strategy was Perfect Diary, which, thanks precisely to live shopping, managed to position itself in a short time alongside major brands such as Dior or Maybelline.
Perfect Diary – A Pioneer in Live Shopping for the Beauty Industry
The brand has successfully leveraged this innovative approach to engage customers, increase sales, and build a strong online presence.
Perfect Diary’s live shopping strategy is built on utilizing the power of influencers and creating immersive experiences for viewers.
The brand frequently collaborates with popular beauty influencers who showcase products, provide makeup tutorials, and answer viewers’ questions in real-time. These live streams offer a personalized and interactive way for customers to discover new products and engage with the brand.
By using live shopping to introduce new product launches and offer exclusive deals and discounts, the brand creates a sense of urgency and excitement among viewers, encouraging them to make purchases.
The added value gained from participation is the various interactive elements that the brand integrates into its live streams: polls and quizzes, through which it is possible to win prizes, are all it takes to keep viewers engaged in your live.
By offering a unique and engaging shopping experience, the brand has managed to connect with a younger generation of Chinese consumers who increasingly turn to online channels for their beauty needs.
Sephora – a Successful Use-Case
Sephora, always attentive to market evolutions, has integrated live shopping into its communication and sales strategy.
This choice, in line with its vocation for innovation, demonstrates the brand’s ability to anticipate customer needs.
This new chapter in the beauty giant’s marketing strategy began in 2020, when it decided to capitalize on the growing popularity of live shopping. Thanks to this new format, the company has managed to offer consumers a more engaging and personalized shopping experience.
Within Sephora’s Live events, we find some recurring and distinctive elements that have allowed the brand to succeed in this field as well. Sephora often collaborates with popular influencers and industry experts to host its live shopping events. Presenters not only provide valuable insights and demonstrations but also contribute to increasing the credibility and professionalism of the content. Additionally, by participating in the live stream, you also have access to discounts and special offers reserved only for viewers.
The real added value that live shopping brings to the customer is the Q&A sessions. In fact, Sephora encourages viewer participation through live Q&A sessions. This allows customers not only to answer any doubts or curiosities but also allows the establishment of a deeper relationship between the brand and the customer.
This mix of factors results in an increase in conversion rates and customer loyalty.
To Sum Up
Live streaming has revolutionized the way businesses communicate with their customers. The authenticity and spontaneity of this format make it a fertile ground for creating genuine and lasting relationships.
Without rigid scripts and excessive filters, live streams are like conversations between friends, where brands can offer personalized advice and answer consumers’ questions in real time.
To create a strong emotional connection with the audience, it is essential to create interaction between the presenter and the viewer.
Often, we see live streams that host famous influencers, but this is not a prerequisite. On the contrary, product experts or store assistants are qualified to host the event and can achieve the desired results.
Live shopping is not only an alternative way to connect with your community but is also a powerful sales tool that makes the most of the interaction between presenters and users.
Consumers appreciate the ability to ask questions, receive personalized advice, and see products in action before deciding whether to purchase them.
Thanks to GOLIVE, all this it’s possible. GOLIVE is the AI-powered platform that provides you with a complete overview of the results obtained during the live stream and allows you to fully customize the layout.