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Brief Published: 21 Apr 2020

Beauty’s Live-Stream Engagement Opportunities

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Josh Wood Colour

As we explore in Leveraging Live-Stream Commerce, soaring consumer adoption of live-stream content spurred by Covid-19 is accelerating brand engagement. While retail opportunities are a given, beauty brands are also using the platform to share much-needed beauty skills and offer digi-versions of salon services.

Trinny London is hosting Google Hangout make-up masterclasses with one-to-one appointments to help customers nail the look they’ve always wanted to master. The complimentary appointments will take customers through the brand’s Match2Me tool to help find the perfect shades of cosmetics to suit their skin, hair and eye combinations. The make-up artist will then use the show-and-teach method over the computer or phone for a bespoke consultation and training session.

Similarly, UK-based beauty retailer Space NK is now offering remote skincare, make-up and wellness advice online after seeing make-up queries grow by 360% since the lockdown commenced (Space NK, 2020). The one-to-one #TogetherAtHome consultations are offered via Zoom, as will group masterclasses hosted by its retailed brands such as Charlotte Tilbury. US-based Korean beauty retailer Peach & Lily is similarly offering video or chat options for advice on how to personalise skincare routines, with a gift incentive at the end of the consultation.

While many are signalling the death of make-up in lockdown, many consumers are turning their experimental hands to colour to take comfort in the familiar, learn new skills, and alleviate boredom. 

Hair salon services are arguably the most missed in lockdown by colour heads and those with maintenance-heavy cuts. In a bid to help (albeit for a $18 fee), US start-up You Probably Need a Haircut pairs consumers with hair stylists or barbers via video chat to guide them through the hair-cutting process at home. All that’s needed is a pair of hair scissors or a razor.

Prestige UK hair colour salon Josh Wood is also hosting online consultations. Whether to fix grown-out roots or to experiment with colour for the first time (another lockdown boredom alleviator), consumers answer a couple of questions online via a recording and then schedule a one-to-one with a colour expert. 

Aside from spurring sales far in excess of e-commerce alone, brands can forge trust, personality and IRL expertise, capitalising on the best of both worlds: digital now, physical later.

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