Much like the world around it, the beauty industry is going through changes. Brands like Dermalogica are breaking out of the classic social media mold and into different platforms such as Vimeo, Bambuser, and Livescale to bridge the gap between perusing and purchasing.
While shoppable Instagram livestreams are still a part of Dermalogica’s social media routine, the brand is testing out other platforms too. Recently, it linked up with beauty influencer Jackie Aina to host a shoppable Vimeo livestream on its site that featured links to all mentioned products below the video. In doing so, it allowed viewers to purchase its new neck serum ahead of its launch date. To incentivize people to join Jackie’s livestream, Dermalogica also offered a free gift with purchase to viewers and even made the digital event RSVP-able.
The move reflects a shift in consumer-brand relationships, partly due to the pandemic. Because brands have not been able to pair product launches with sparkly events, they’ve had to rely on other strategies, both old and new, to capture the attention of consumers. Indeed, deploying newness through product and brand launches—once a time-tested tactic for capturing consumer attention in the beauty industry—has become difficult as brands navigate COVID-19, according to Gartner’s Digital IQ Index: Beauty US.
Livestreams are becoming the go-to for marking a new product occasion in the beauty business these days. Dermalogica joins a bevy of other brands, including L’Oréal, tapping into the format. Though sales behind each of the varied platforms has not been released yet, it is clear that livestreams lend a sense of “timeliness, in-person connection, and community” that can be especially hard to come by during the pandemic.