Pure Beauty

Boots is first beauty partner of ITV’s shoppable content

By Becky Bargh | Published: 13-Jul-2021

Customers can discover cosmetics during screened programmes, kicking off with hit summer series ‘Love Island’

Shoppers will soon be able to purchase their favourite beauty products through their TV, following broadcaster ITV’s link up with beauty and health care retailer Boots on a new shopping experience.

Initially launching across ITV2’s hit summer series Love Island, in which Boots is the official partner, the built-in AI technology, developed by product discovery platform The Take, works by identifying and ‘tagging’ products throughout a programme’s screening.

Prospective customers can then select to view more information and make a purchase via the vendor’s site or a link sent to their phone.

So not to be bombarded with product notifications, customers must opt-in for the service on their devices, which is only available on LG TVs.

ITV said it expects to roll-out the service to other programmes across a range of genres throughout the remainder of the year.

“Launching shoppable TV as part of our wider partnership with Love Island is a great way to help customers easily shop the products they spot in the villa and recreate iconic islander looks from the show,” said Pete Markey, Boots’ Chief Marketing Officer.

“It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”

Meanwhile, Paul Ridsdale, ITV’s Acting Chief Marketing Officer, said the new technology is filling a gap in the market.

“We know that ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that smoother and easier than ever before.”

Talking of TV

The announcement comes during a rise of alternative shopping methods, from social media to virtual metaverses, while Covid-19 forced all non-essential retailers, including most beauty stores, to close.

According to findings by Cosmetics Business, 65% of consumers have bought products through a social media platform, with Facebook being the top buying destination, ahead of Instagram and Pinterest.

Meanwhile, beauty has sought comfort in the developments of AI to reach its customers, putting their faith in metaverses and virtual villas to inject some interest back into cosmetics buying, which was rapidly losing its lustre.

NARS' virtual store will be a permanent feature of the brand's retail strategy

NARS' virtual store will be a permanent feature of the brand's retail strategy

Shiseido-owned NARS has said its new virtual store will become a permanent feature of its shopping experience.

Taking inspiration from its bricks-and-mortar colour scheme, visitors can buy products, book one-to-one artistry sessions and dabble in its virtual technology.

“The virtual store allows consumers to immerse themselves in the world of NARS, just as if they were visiting a brick-and-mortar store,” Kristy Peschko, NARS’ Executive Director, Global Omnichannel Marketing, tells Cosmetics Business.

“In the last 12 months, we have seen a significant shift towards e-commerce, and we recognised an opportunity to enhance the consumer journey.

“It is important that we meet our consumers where they are: online, and give them a best-in-class experience from home. The new virtual flagship brings together innovative digital tools and the special NARS world to life, enabling us to engage our consumers in an even more impactful way.”

Find out more about the rise of beauty’s virtual selling destinations via the link below.

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