How Beauty Brands Can Ride the Live Shopping Wave: Because Apparently, Buying Makeup Now Requires a Live Performance
BEAUTY INDUSTRY | SOCIAL COMMERCE | OPINION The beauty industry has discovered a revolutionary new way to sell us things we didn't know we needed: put someone in front of a camera, hand them a serum, add a countdown clock, and convince us that civilization will collapse if we don't check out in the next 45 seconds. 10 I've watched the beauty industry reinvent itself so many times that I'm beginning to suspect its greatest product isn't moisturizer, mascara, or foundation. It's reinvention itself. Every few years, someone in an expensive office announces that the entire business model has changed, usually while presenting a PowerPoint filled with words like disruption, engagement, and consumer-centric ecosystems. Somewhere in the audience, an executive nods thoughtfully while silently wondering whether any of this means they can charge another eight dollars for a bottle of tinted water. Well, congratulations, everyone. We've reached the next glorious chapter ...
