Beautycounter is livestreaming its new store as a way to “bridge the gap” between online and in-store shopping. Livestream shopping has quickly picked up in recent months, and brands look for ways to replace the feeling of in-store shopping as the pandemic persists. Enter Beautycounter: The newly launched LA-based clean beauty startup installed a studio in their store that live streams in-store experiences like browsing the aisles, makeup demonstrations, and community events. Viewers from home will be able to comment and get live updates from the person on-screen in lieu of the “two-way conversation” they would be having in-store. While customers won’t be able to test products, they will be able to talk to an expert about what works best for them. (Fast Company)
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