Top marketers from CoverGirl, L Oréal and Zenyum on the secrets of cosmetic sales success
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L Oréal UK & Ireland partners with TikTok on pilot commerce feature with Garnier and NYX Professional Make-Up
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L’Oréal has amassed a sizeable e-commerce business over the years, spanning branded stores, affiliates, social networks, and marketplaces. Next up: TikTok.
Fans of the cosmetics giant can purchase products directly from the account pages of Garnier and NYX Professional Make-Up on the app.
Once there, fans will have multiple ways to see and subsequently purchase products, from short video posts, livestreams and listings in a special TikTok Product tab sat between the brand’s main feed and the liked videos tab.
To create the content, specifically the short videos and live streams, both brands are working with 14 TikTok creators including Char Barker (@charbarker) and Kaushal who have around 98,300 and 96,200 followers respectively. For now, the videos are essentially product demos filmed by both creators who then encourage fans to click on a link to purchase.
May 27, 2021
Megan Tatum
On 11 November 2020, Chinese livestreaming platform Taobao Live sold £5.3bn-worth of goods – in less than half an hour. Granted, that particular period marked the start of its campaign for the country’s annual Singles Day shopping festival, which totalled £52bn in sales, but such an eye-popping sum is still a clear sign of the power of live shopping events in China.
Typically featuring slick interactive content enabling viewers to ask the hosts questions about the goods on show, these broadcasts are often fronted by social media influencers. Live shopping events have caught on in a wide range of sectors, selling products ranging from shampoos and skin creams to cars and even houses. In 2019, products purchased through the channel accounted for 4.1% of all ecommerce sales in the world’s second-largest economy, according to iResearch. Boosted by the pandemic, the format’s share is expected to hit 20% by 2025.