We know that live shopping has been growing in popularity in recent years. Research by Retail Touchpoints estimates that the live stream market will be worth $35 billion by 2024, in the US alone; and in China, the market grew from $3 billion to a staggering $171 billion in just three years. According to McKinsey, the fashion sector accounts for 36% of live stream shopping events, and the second biggest category is beauty — currently taking 8% of the market. This means that beauty is both a popular category for live stream ecommerce, and also a category with plenty of room for growth.
And grow it will. Anna Vale, a global expert on integrated marketing and communications for beauty brands, told BBJ that “live shopping should be part of the ecommerce mix.” Brands that have already adopted it “are seeing steady results with instant purchasing and decision making by the consumer.”
Crucially, Vale pointed out that integrating live shopping into a brand’s strategy must be thoughtful: “used not only as a conversion tactic, but as an acquisition strategy too.”
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Ideas. Frameworks. Community.
Thought-leadership and marketing education for tactical executors, brand builders, and changemakers.
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When you join Beauty Business Journal, you get instant access to the following:
- Beauty Business Journal Community: This is a place to connect with other Beauty Business Journal members, ask questions, and get valuable input and feedback from peers.
- Processes/Frameworks: We share the most effective processes and strategies our team have studied and learned from over the years. Frameworks used by some of the most successful brands in the industry. Designed to help you create effective go-to-market strategies, build a stronger brand presence, convert more customers, improve ecommerce infrastructure – we share it all, so you walk away with actionable takeaways every time. (Think Charlotte Tilbury, Hero Cosmetics, Harrys, Beautyworld Middle East, etc.)
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The community is for strategic thinkers, tactical executors and brand builders who are building modern brands and seeking to understand changing market dynamics. It’s a space to ask questions, start important discussions, and expand your knowledge.
Inside, you’ll have access to the resources and community you need to become a better business operator.
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We wanted to make it easier to get your Beauty Business Journal membership paid for by your company if you aren’t already. When you join, you’ll get a template that you can send to your manager or CFO so you can have your company expense your membership.
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How Do I Cancel My Subscription?
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Updated December 2022
