YouTube partners with Shopify to launch integrated livestream shopping, allowing viewers to buy products directly from livestreams without leaving the site.
, a florid shoppable event streamed from a soundstage at YouTube Space in Playa Vista, Calif. Unlike last year’s event, the sophomore BeautyFest was live.
Arms stacked with bags of sample products, beauty and fashion creators packed into decorated booths for demonstrations from Rihanna’s Fenty Beauty and makeup guru Jackie Aina’s FORVR candles. Some dodged camera equipment and production crew members, who weaved between the crowd to film segments at the main stage and individual booths.
The event was nothing short of spectacular, opening with an appearance from Tracy Ellis Ross, who took an on-stage shower to show off her Pattern hair care line. Safiya Nygaard, the YouTuber known for her “Bad Makeup Science” series, tried out a hairdryer bag in a pre-recorded segment, and makeup vlogger Manny MUA tested his Lunar Beauty cosmetics on creator Amber Scholl live on stage.
Between product demonstrations for various elixirs and interviews with creators turned entrepreneurs, Blasberg repeatedly reminded viewers that with just a click, they could purchase the products live during the show.Chris Vaccarino, founder and CEO of the merchandise company Fanjoy “By allowing the viewer to shop directly from YouTube, it makes shopping seamless and easy,” Blogliates creator and Shopify merchant Cassey Ho said in YouTube’s announcement.
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