Live commerce is revolutionising the way consumers engage with brands, particularly in the hair and beauty sector, where product demonstration and education are key to driving sales. By blending entertainment with e-commerce, live commerce offers an interactive platform that has proven to boost engagement, drive conversion rates, and build community trust. Platforms like TikTok and Amazon have paved the way for brands to leverage this new shopping experience, with many early adopters already reaping the benefits.
What is Live Commerce?
Live commerce combines live (video) streaming with online shopping, allowing consumers to interact in real-time with hosts or brand representatives. This format is particularly suited to the hair and beauty industry, where customers search for advice via tutorials before making a purchase. Through live demonstrations, viewers can see the results of a product in action, ask questions, and make informed buying decisions instantly - think one to many product sales at the same time.
The Rise of Live Commerce on TikTok and Amazon
Platforms like TikTok and Amazon are at the forefront of the live commerce revolution:
TikTok Live Commerce TikTok has transformed into a hub for live shopping, particularly in the B2C beauty space. Brands and influencers host live sessions demonstrating product applications, offering exclusive discounts, and engaging with audiences in a dynamic and personal way. For instance, brands like e.l.f. Cosmetics have tapped into TikTok's Gen Z audience with interactive live events. These lives often combine entertainment with shoppable moments, driving impulse purchases and increasing brand visibility.
Amazon Live
Amazon has also capitalised on live commerce by launching Amazon Live, where sellers and influencers showcase products in real-time. Haircare brands like Olaplex and Revlon have used Amazon Live to highlight the effectiveness of their products through tutorials and advice. This format has allowed them to connect directly with consumers, answering questions and addressing concerns in real-time. The result? Increased trust and higher conversion rates.
Several brands in the hair and beauty industry have already explored live commerce with impressive results:
L'Oréal embraced live commerce early on, hosting live-streamed events across platforms like Instagram and TikTok. Their live tutorials featuring professional makeup artists and hairstylists not only showcased products but also provided educational value. These sessions consistently led to spikes in product sales, with some live events seeing conversion rates as high as 30%.
Sephora leveraged live commerce during major shopping events like Black Friday and Cyber Monday. By hosting live-streamed masterclasses with top beauty influencers, Sephora created an engaging shopping experience that encouraged real-time purchases. The brand reported significant increases in both viewer engagement and revenue during these events.
Dyson's entry into live commerce included demonstrations of their tools, the Airwrap and Supersonic Hair Dryer. By showcasing these products in action, Dyson successfully conveyed their value and unique features, resulting in increased demand and sold-out sessions.
Why Live Commerce Works in Hair and Beauty
The hair and beauty industry thrives on visual storytelling and personal connection - two elements that the B2B industry is no stranger to and live commerce delivers exceptionally well. Here’s why it’s so effective:
Real-Time Interaction Live commerce allows brands to answer questions, address concerns, and build trust in real time. This is particularly important for products like skincare and cosmetics, where consumers often hesitate without proper guidance.
Product Demonstrations Watching a product in action helps consumers visualise how it would work for them, increasing the likelihood of purchase - Dyson's airwrap is the perfect example here
FOMO (Fear of Missing Out) Live events often feature limited-time discounts or exclusive offers, creating a sense of urgency that drives sales.
Community Engagement Live sessions foster a sense of community, as viewers connect with both the host and each other, reinforcing brand loyalty and advocacy.
Challenges and Considerations
While live commerce offers untapped potential, it’s not without challenges. Brands aiming to go live need to ensure high-quality production, engaging hosts, and seamless technology to avoid disrupting the shopping experience. Additionally, keeping content fresh and interactive is key to retaining viewer interest - think TVSN style, just on social media.
The Future of Live Commerce in Hair and Beauty
As platforms like TikTok and Amazon continue to innovate, live commerce is set to become a staple in the B2C hair and beauty industry. For brands, it offers a unique opportunity to not only sell products but also build deeper connections with their audience. Early adopters who invest in live commerce now are likely to see long-term rewards, as consumers increasingly seek more immersive and interactive shopping experiences.
Will it fly in B2B?
Live commerce is transforming how consumers discover and purchase hair and beauty products, but that's not saying it will work within the professional beauty space where personalised product prescriptions are mostly required. With its ability to combine entertainment, education, and shopping in one seamless experience, it’s no wonder brands are jumping on board.
As the industry evolves, live commerce will undoubtedly play a pivotal role in shaping the future of beauty retail. Stockists are already unhappy with brands who have explored retail stores and e-commerce websites, so one can only imagine what their thoughts will be on live commerce. Are you ready to go live?
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