Walmart doubles down on TikTok for beauty focused shoppable livestream
Walmart has hosted a second shoppable livestreaming event on social video app TikTok, focusing on beauty products, including L'Oréal's Maybelline and NYX Cosmetics brands, Bliss, The Lip Bar, Kim Kimble and Marc Jacobs fragrances.
The retailer’s Spring Shop-Along: Beauty Edition let viewers order products directly from its TikTok channel.
Creators including Gabby Morrison, who has 3.5 million followers on TikTok, demonstrated their favourite beauty products from Walmart as they shared their skincare, makeup and hair routines and offered tutorials on popular trends.
“In December, we partnered with TikTok to pioneer innovation for the fastest growing digital community. We brought a shoppable live stream experience to US TikTok users for the very first time,” says William White, Chief Marketing Officer, Walmart US.
“The TikTok community enjoyed shopping while engaging with their favourite creators. During the event, we netted 7X more views than anticipated and grew our TikTok followers by 25%.”
He adds: “We will continue to bring more shopping experiences to TikTok in the coming months by partnering with creators to highlight different products via different formats.”
“We are excited to test, learn and iterate on what’s best for users as we innovate and chart new territory in social commerce.”
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