THE WHAT? A host of beauty brands have signed up to take part in the debut of Facebook’s Live Shopping Friday concept, including Bobbi Brown, Sephora, Clinique and Dermalogica.
THE DETAILS The brands will be showcasing throughout the event series, which begins on 22nd May and runs every Friday until mid-July.
Facebook will also be featuring fashion brands, which will use the streaming for concepts such as how-to tutorials and a behind-the-scenes look at the company.
Viewers can comment throughout the livestream, and are able to purchase by adding products to the cart, checking out during or after the event.
THE WHY? Initially becoming publicly available last summer, the new Facebook live stream series aims to raise awareness about live shopping on the social media site.
Yulie Kwon Kim, Head of Product for Facebook, said, “The way that we’re thinking about this is that e-commerce has made buying incredibly convenient. So when you have a need, you pull out your phone, purchase, and your order is on its way.
“But buying is not shopping. And so, a lot of what people do is window shop to see what’s new, for entertainment. You discover something cool that you didn’t know about. When you’re shopping, people often want to hear from a live person, get suggestions, and see the product and context. And increasingly, people are discovering and deciding what to buy through social media.”