# Livestream Retail Fashion and beauty brands offer livestream shopping experiences. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 10, 2022 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/livestream-retail ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## What is the Livestream Retail trend? **Livestream Retail:** With livestreaming being popular across a wide range of apps, fashion and beauty brands are increasingly using livestreaming as a way to market their clothes and beauty products, while simultaneously having customers buy them. ## The consumer insight behind the Livestream Retail trend Branded, celebrity, or influencer-featuring livestreams have sway among Gen Z and young Millennials in-particular, with livestreaming being perceived as more authentic and less edited than other forms of marketing. For brands, using this authenticity helps them build campaigns that offer immediate returns, while connecting them with their target audiences. ## At a Glance - Evidence: 5 featured examples - Articles from: Jul 10, 2021 to Apr 4, 2023 - Published: Jun 10, 2022 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Livestream Retail trend ### Livestream Retail Livestreaming is gaining popularity across a wide range of apps to market fashion and beauty brands products while offering immediate returns to the brands and connecting with their target audiences. ### Nostalgic Shopping Livestreams Brands using nostalgia, particularly of the early 2000s, in their livestream campaigns specifically target Millennial and Gen Z consumers. ### Live Lifestyle Shopping Apps 'Livestream Shopping' is a brand new feature that combines the social functionality of live events with a shopping experience, allowing users to connect with brands and industry experts while discovering new products. ## What the Livestream Retail trend means for industry ### For Beauty Industry Using livestream programs can be a vehicle for ingredient safety education, tip-sharing and promotion of performance skincare products by luxury beauty brands on e-commerce platforms. ### For Fashion Industry Livestreaming helps brands to build campaigns that offer immediate returns, while connecting them with their target audiences, including celebrities or influencer-backed events. ### For E-commerce Industry Live Shopping features are being integrated into social shopping platforms as a way for professional streamers to help customers connect with key influencers and gain easy access to products. ## Workshop question How could your brand leverage livestream retail? ## Trend signals for Livestream Retail Trend score 3.9 out of 10, from popularity 56%, activity 46%, freshness 15%. - Popularity: 56% - Activity: 46% - Freshness: 15% ## Examples of the Livestream Retail trend 5 featured examples from Jul 10, 2021 to Apr 4, 2023. - [Nostalgic Shopping Livestreams](https://www.trendhunter.com/trends/shopping-livestream): NYX Cosmetics Hosted a Throwback Event Live on Triller (Category: Fashion) Implication: Livestream shopping and marketing campaigns featuring retro beauty trends and icons could invigorate consumer interest and sales in the cosmetics industry, particularly among youn… - [Experiential Shopping Platforms](https://www.trendhunter.com/trends/sune): sune Shares a Fun and Engaging Way for Gen Z to Shop (Category: Business) Implication: Experiential shopping platforms are transforming the e-commerce industry by creating innovative ways for consumers to interact with brands and products in a more engaging and ente… - [Luxury Beauty Retail Livestreams](https://www.trendhunter.com/trends/tmall): Amala Beauty Launches Interactive Shopping Events on Tmall Global (Category: Business) Implication: Luxury beauty brands will continue to explore new digital marketing channels, such as live stream commerce, to reach consumers and boost brand awareness. - [Live Lifestyle Shopping Apps](https://www.trendhunter.com/trends/livestream-shopping): Verishop Has Launched 'Livestream Shopping' Feature for iOS App (Category: Business) Implication: Verishop's new livestream shopping feature is designed to complement their existing e-commerce platform. - [Livestream Beauty Shopping Series](https://www.trendhunter.com/trends/better-beauty-livestream): Klarna and Beautycounter Launched the Better Beauty Livestream (Category: Fashion) Implication: Offering educational and interactive beauty content provides a unique customer experience and increases loyalty and satisfaction in the industry. ## Recent trend clusters - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Errand Leisure](https://www.trendhunter.com/protrends/errand-leisure) (Business) - [Category Mashups](https://www.trendhunter.com/protrends/category-mashups) (Business) - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Repairable Hardshell Jackets](https://www.trendhunter.com/trends/sperro-sv) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)