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Today, beauty enthusiasts are shopping online more than ever for their fix of cosmetics and skincare products, thanks to the convenience of shopping from anywhere, anytime. A quick browse, comparison, and a few clicks is all it takes to snag your favorites or try out something new. A survey from 2023 showed that nearly 7 out of 10 Millennials are buying their beauty products online, and it’s not just the young adults; Gen Z is also joining the online beauty shopping spree with 2 out of 5 diving in​​. 

The shift online isn’t just a trend; it’s a major market move. In 2023 alone, US shoppers are expected to shell out close to $24.5 billion on beauty and cosmetics online​​. And with an average online order value hitting around $85 worldwide, it’s clear that this category is booming​​.

However, even with the convenience of online shopping, many studies reveal that customers still yearn for personal connections, a fundamental aspect of the traditional beauty shopping experience. Surveys have shown that while 73% of consumers prefer to shop for beauty products online, a significant 69% of them admit to missing the human connection of in-store beauty shopping.

Connection has always been the hallmark of successful beauty brands, and when that connection is missing, it can leave a void. In this article, we will explore three key ways in which beauty brands can enhance their connection with customers through video commerce: humanizing digital interactions, offering immersive product demonstrations, and building vibrant beauty communities. We’ll delve into how beauty brand marketing approaches can effectively harness the power of video commerce to drive unparalleled growth and create enduring connections with today’s beauty enthusiasts.

Humanizing Digital Interactions

In a world where digital transactions dominate, video commerce allows beauty brands to inject a human touch into the online shopping experience. Video enables brands to convey their unique personalities and values more effectively than static images or text. Through captivating visual and auditory storytelling, beauty companies can showcase their brand identity and forge emotional bonds with their customers. By appealing to consumers on an emotional level, beauty brands can enhance customer loyalty and increase the likelihood of repeat purchases.

Immersive Product Demonstrations

Video commerce is a powerful tool for beauty brands, offering immersive product demonstrations that showcase the features and benefits of their beauty products. Through video, customers gain a deeper understanding of how these products work, envision how they will enhance their beauty routines, and make well-informed purchasing decisions.

For instance, L’Oréal Paris effectively employs video commerce by creating concise, shoppable videos that exhibit their products in action. These videos enable customers to witness the products in practical use, aiding them in visualizing the benefits for themselves.

Cultivating Beauty Communities

Video commerce plays a pivotal role in nurturing customer communities for beauty brands, fostering a more interactive and engaging shopping experience. Beauty brands can host live beauty tutorials, Q&A sessions with makeup artists, or product demonstrations, encouraging customers to share their beauty videos and experiences with the brand’s products. This creates a sense of belonging and loyalty among beauty enthusiasts, deepening their connection with the brand and its vibrant beauty community.

Firework’s Video Commerce Platform for Beauty Brands

Firework is a video commerce platform that empowers beauty brands to create and deliver captivating video experiences. Tailored to the beauty industry, Firework’s platform offers several key features:

Product Demonstrations: Firework simplifies the creation and sharing of product demonstrations that highlight product features and benefits.

Live Shopping Events: Firework enables real-time interactions with customers through live shopping events, facilitating Q&A sessions and addressing inquiries.

Behind-the-Scenes Videos: Firework helps in crafting behind-the-scenes content that provides customers with insights into the brand and its products.

User-Generated Content: Firework facilitates the collection and sharing of user-generated content, building trust and credibility with customers.

In the dynamic landscape of the beauty industry, forging connections with beauty enthusiasts through video commerce is indispensable. Video commerce offers a holistic approach to engaging with customers, from showcasing products and delivering personalized recommendations to conducting virtual beauty consultations and community building.

The potential of video commerce to revolutionize customer engagement in the beauty industry is immense. By integrating video commerce into their marketing strategies, beauty brands can bridge the gap between online and in-store beauty shopping experiences, ensuring not only survival but thriving in the ever-evolving world of beauty e-commerce.

If you are a beauty brand looking to enhance your customer connections, video commerce, especially with Firework’s platform, is the way forward. Contact Firework today to explore how their platform can help you create compelling video experiences that will keep your customers returning for more.

Benefits of Firework’s Video Commerce Platform for Beauty Brand Marketing

Firework’s platform is user-friendly, making video creation and publishing accessible even for those without prior video editing experience. The platform is scalable, allowing you to expand your video commerce efforts as your business grows. Firework prioritizes security, ensuring robust protection for your videos.

If you seek a video commerce platform to elevate your brand, Firework offers a perfect solution. Book a demo now!

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