24 April 2025
Amazon x L’Oreal Maybelline: Sky High Mascara Masterclass
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Partnering with Amazon Live's platform, L’Oreal Maybelline boldly launched its new Sky High Mascara collection in the UK.
Presented by L'Oreal make-up expert Vikki Jeff, Maybelline hosted a live-shopping mascara masterclass on the Amazon Live platform, resonating with beauty experts and ordinary consumers alike.
Featuring discussions of colour theory, and demonstrations with three models, each with a unique look, the livestream highlighted how L'Oreal's products can accentuate the individual.
The experience likewise gave the audience a platform to ask questions in the multiple live Q&A segments and be educated in a tailored manner, creating a connection between each unique customer and the brand.
The growth of beauty-tainment
Thanks to our production team's curation of the content and authentic-feeling structure of the run of show, individuals watching felt seen and more empowered in using the product (as observed by the responses in the live chat). The instantly shoppable feature of the platform in turn empowered the audience to buy the mascara that was right for them quickly and hassle-free.
The results?
58% of total Sky High Mascara sales on the Amazon Maybelline brand store occured on the day of the livestream
The click-through rate to the store was 24 times higher following viewership of the livestream highlight reel.
Most importantly though, a happy client and even happier consumer base, inspired by the masterclass and confidence it gave them to make a statement with their Sky High lashes.