Pure Beauty

Beauty brands Bobbi Brown, Clinique and Dermalogica available on Facebook’s Live Shopping Fridays

By Becky Bargh | 19-May-2021

Social media giant offers shopping platform for beauty and fashion brands in real time

As social shopping becomes a mainstream way to buy, Facebook has introduced Live Shopping Fridays, and beauty brands are getting in on the hype.

Kicking off this week on 21 May, and running every Friday until 16 July, shoppers will be able to get their hands on their favourite beauty products and ask questions from brands in real time.

Bobbi Brown, Alleyoop, Clinique and Dermalogica are the first beauty brands to link-up with the social selling platform, while beauty experts from Sephora will also be on hand to share the latest products on the market.

The shopping streams will run on each brand’s Facebook page or shoppers can tune in via the shop tab on mobile.

Items can then be purchased throughout the live stream by tapping on the products that are being featured, without leaving the app.

Fashion brands Abercrombie & Fitch, Dolce Vita and Zox will also be showcasing their products through the site.

The rise of social selling has been heavily documented since Instagram introduced its first checkout feature in 2019.

At its launch, customers could shop products via high profile figures’ sites without leaving the app.

Since then, its shopping capabilities have become more sophisticated and now includes checkout options from content creators’ IGTV.

Meanwhile, a recent survey by Cosmetics Business found 65% of consumers have bought products through a social media platform, with Facebook claiming the crown for the top buying destination.

Some 63% of browsers also said they would go to a beauty brand’s social media site before visiting their website as social media becomes more than just a destination for perusing pleasure.

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