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Brief Published: 18 Nov 2014

Marc Jacobs Monetises Instagram

Marc Jacobs Beauty Instagram

Confirming the growing interest in (and capacity for) turning social media engagement into sales, US fashion label Marc Jacobs has created a tool that allows consumers to buy its beauty products through Instagram.

It's the first time a retailer has made its Instagram account shoppable without the help of third-party services such as Liketoknow.it or Paytagz (mentioned in our Instagram for Retail Brands report). Instead, the company used its in-house digital team, offering fans a more seamless route to purchasing.

Users interested in buying Marc Jacobs beauty products via Instagram sign up for the service on the brand's e-commerce site with their email address and Instagram handle in order to receive weekly emails featuring purchase details for the products they have liked on the platform. These include prices, links to the brand's e-store, and tips on how to apply selected products. For total clarity, only images with the #shopmjb hashtag are shoppable.

This initiative enables consumers to keep track of items they like by simply holding onto received emails, allowing them to decide if and when they purchase in their own time. For more on why this staggered process where consumers are able to set the pace of their retail journey is booming, see Start-Pause-Go: Retail in Hyper-Flow, part of our Roaming Retail Industry Trend.

See also Fashion Week S/S 15: Social Media & Tech Partnerships, The Rise of the Social Wishlist, Shoppable Content: Publishing and Shoppable Content: Entertainment in our Anywhere Retailing Industry Trend.

For more on beauty retail trends and strategies, see Selling Beauty Online and Beauty Retail Trends 2014.