CoverGirl is deepening its relationship with Amazon by partnering on Amazon Live shopping events.
CoverGirl first appears in two hour-long live episodes behind the scenes of “Making the Cut,” the Amazon Prime version of “Project Runway,” featuring Heidi Klum and Tim Gunn. The first episode aired on July 23, while the second episode aired on Friday, July 30. CoverGirl sponsored both episodes. In a roughly 12-minute clip from the premiere, influencer Katie Sands (HonestlyKate, 280,000 Instagram followers) helps recreate wedding looks based on the wedding theme in the episode. Episode two introduces Amazon Live influencer and influencer Carla Stevini (BeautybyCarla, 18,400 followers on Instagram) to create groundbreaking beauty looks. Viewers can access Inside Making the Cut through the Amazon mobile app, desktop site, or Amazon Firestick.
“We have seen a rise in makeup education programs and people wanting to do it at home, s“It made sense that Amazon approached us,” said Kristina Rapsomanikis, head of e-commerce at CoverGirl North America. “We do e-commerce with Amazon in terms of normal business, and then we bring in the community [element] with [livestream shopping this year]. And now we provide entertainment with [‘Inside Making the Cut’]. “
CoverGirl’s post emphasizes the brand’s prioritization of digital media in its marketing mix. Previous live stream events had a positive impact on sales. More specifically, the company’s sales doubled in the third quarter of fiscal year 2021 on Amazon. Live-streaming events hosted by CoverGirl and sister brand Sally Hansen via Facebook and Instagram led to double-digit sales growth after the events. CoverGirl declined to share the paid investment to appear on “Inside Making the Cut.” Parent Coty’s e-commerce sales grew 28% year over year, according to third-quarter 2021 earnings; Global e-commerce sales accounted for just under 20% of net revenue.
“Amazon is the third largest digital media provider after Facebook and Google,” said Laura Meyer, CEO of Amazon and founder of Envision Horizons. “Not only [do brands sell through Amazon] To defend their brand [from counterfeits], but they also [want] To make sure that all the ads they do outside of Amazon drive traffic to customers searching for products on Amazon. She added that there was a shift in media dollars from Facebook to Amazon.
Since the beginning of 2021, beauty and fashion brands alike have expanded their use of live shopping and unconventional methods of marketing brand awareness and conversion-driven advertising. And streaming channels like Netflix, Hulu and now Amazon Prime are hungry for beauty and fashion offerings, which will likely open them up to new advertisers or sponsors.
For its part, Netflix has teamed up with fashion houses Halston and Chanel, as well as beauty-focused reality show “Glow Up” and mini-series “Self Made” on cosmetic businesswoman Madame CJ Walker. Netflix also recently appointed Allure’s editor in chief, Michelle Lee, as the new global vice president of editorial and publishing. Notably, CoverGirl alum Okonwa Kuzi-Orizu Ojo left the brand in 2019 before joining MAC Cosmetics and then Amazon Prime Video & Studios as Global Marketing Director. Meanwhile, Hulu has distributed Kevyn Aucoin documentaries and other “Toxic Beauty” films. Even the short-lived Quibi had two shows with makeup artists Rosie Huntington-Whiteley and Kylie Jenner. From Neutrogena to SK-II, the brand’s content studios have produced their own documentary series that feels less like traditional advertising and more like entertainment.
Rapsomanikis said CoverGirl will work more with the Amazon team to understand the small audiences watching Inside Making the Cut, in order to retarget them on the retail portion of the Amazon platform. Since the beginning of the year, CoverGirl has set up the US Social Commerce Team, which consists of at least three people. The roles are cross-functional, and the Social Commerce team collaborates with the eCommerce, Retail and Loyalty teams.
“Although we do this with Amazon, [social and live commerce] “A brace for my coty,” said Rapsomanikis. “There has been a huge spread of digital educational content. It’s about getting it, making it relevant and making it now [that educational content] live, so that consumers can deal.”