The beauty industry is one of the biggest in the world, and in these strange times it is moving fast to incorporate shoppable livestreaming into US e-commerce due to the onset of Covid-19.
Like Estée Lauder Companies, L’Oréal Group brands including Urban Decay, Lancôme, NYX and It Cosmetics have been offering shoppable livestreams on their brand sites in North America during the pandemic.
Urban Decay and Lancôme held livestreams before the pandemic on their Canadian sites through shopping platform Livescale. However many brands, including Urban Decay’s US site, NYX, Kiehl’s and It Cosmetics, began hosting these events after lockdown began in March. “Like everyone else, we definitely had to take a step back and evaluate how to navigate everything when we first went into quarantine,” said Yasmin Dastmalchi, Senior Vice President of US Marketing at NYX Professional Makeup. “Within weeks, our in-person events were shuttered, and plans changed in an instant. We had to adapt our marketing approach immediately.” She noted that in addition to live shopping on its site, the brand will be testing live shopping on Instagram next month.
