A reinvention of the shopping experience is immanent, according to L’Oréal’s digital chief, and beauty brands like Estée Lauder are using livestreaming and new tech to reach new consumers and drive conversions, according to an article in Multichannel Merchant.
The brand has used livestreaming commerce, an updated version of a direct selling television channel, to supplement the decrease in sales that occurred from store closures due to the pandemic. The result is a personalized, interactive experience that’s educational and entertaining for shoppers, according to Estée Lauder executives. Customers are able to interact with moderators through chat and add items to carts in real time. The brand saw double-digit growth in livestreaming sales of makeup and skincare products and plans to expand the channel with fragrances and hair care.
Similar to other beauty brands, Estée Lauder is also using augmented reality and gamification to engage consumers virtually. For more detail on the brand’s success with livestreaming commerce, read on in Multichannel Merchant.