Amazon Live attracts more beauty brands with its shoppable livestream format

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From Gabrielle Union to Jessica Alba, beauty brand founders are getting on board with Amazon’s livestream shopping function.

In the past few months, a growing number of beauty brands have created Amazon Live shoppable videos as livestreaming adoption has surged during the pandemic. Attracting viewers through celebrity and influencer appearances as well as special discounts, beauty brands are using Amazon as they experiment with several new livestream shopping formats for a North American audience.

On September 25, beauty brands including Flawless by Gabrielle Union, Honest Beauty, Cetaphil, Neutrogena, Elemis and Follain participated in Amazon’s Beauty Haul Live event. The 11-hour event, which included hundreds of livestreams, drew viewers with celebrities and influencers, as well as more than 70 special offers. The livestreams were promoted on participating brands’ and influencers’ social media accounts as well as through Amazon press outreach. Amazon’s spokesperson could not provide viewership.

As part of the event, Gabrielle Union appeared on a livestream with her hairstylist Larry Sims to promote her newly launched Flawless hair-care brand, as well as other Black-owned beauty and personal care brands including Mented Cosmetics, Honey Pot and Darlyng & Co. Products in the Amazon livestreams appear underneath the video and are highlighted when they are mentioned. Users can then click through to their listings to shop directly on Amazon. Flawless’ livestream earned nearly 100,000 views, according to the brand, after being promoted on the Flawless Instagram account.

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