Jason Wu Beauty: Pioneering Luxury on TikTok Shop
In a first-of-its-kind activation combining a catwalk show with TikTok Live, Jason Wu Beauty demonstrated a stride forward in marketing luxury brands on TikTok Shop (the social media giant’s retail-focused space, launched in 2023).
The brand broadcast a behind-the-scenes livestream of make-up artists and models during New York Fashion Week, with a pop-up shopping feature allowing TikTok users to see and buy the beauty products in real time.
Supported by live-events-capturing production experts Orca and beauty incubator Bespoke Beauty Brands, which works with ‘influencer entrepreneurs’ (both American), the livestream garnered a 500% increase on Jason Wu Beauty’s average TikTok Live viewership, and a 37% click-to-order rate (anything over 10% is considered good).
For more on navigating TikTok Shop see Social Commerce Summit 2024.