US or China: Who Does Beauty Livestreaming Better?

9 Min Read |

If you thought livestreaming was just the online version of TV shopping channels like QVC, you’d be wrong. Because livestreaming is an interactive, two-way experience, and those who buy beauty products off the back of livestream events are not merely passive consumers. This distinction has been embraced β€” with great success β€” by beauty brands in China, but the US has yet to pick up on the potential of livestreaming in the same way.

The popularity of this form of consumer connection and conversion in China holds interesting clues for…

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Updated December 2022

by Richard McKeon