JLo Beauty Leverages Shoppable Video

Jacqueline Barba
Digital Editor
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JLo Beauty teamed up with live commerce platform TalkShopLive in December to launch its first shoppable video in partnership with Vogue's "Beauty Secrets" video series, where celebrities share their beauty routines and favorite products.

The shoppable video was hosted by Vogue's December cover star, singer and actress Jennifer Lopez (JLo), who shared her beauty regimen using JLo Beauty skincare products while also exclusively debuting two JLo Body products, which are available for purchase within the TalkShopLive video player.

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"We not only strive for innovation in our products, but also in how we connect with our consumers, and we feel strongly that shoppable, authentic content is the next generation of e-commerce," JLo Beauty & Lifestyle founder Lisa Sequino said in a news release.

As part of the series, the shoppable video of Lopez demoing her skin care routine using JLo Beauty products, including the silky gel creme cleanser and SPF-infused moisturizer, lives in a Dec. 21 article titled “Jennifer Lopez’s Guide to Glowing Skin and “Lightbulb” Contouring.

Lopez also uses cosmetic products from national brands to complete her look, including NARS and YSL Beauty, although those products are not shoppable.

"No one creates more compelling content than Conde Nast, and TalkShopLive is thrilled to be part of Vogue's first-ever shoppable ‘Beauty Secrets’ episode with Jennifer Lopez," said TalkShopLive co-founder and CEO Bryan Moore. "TalkShopLive is committed to connecting the retail landscape through engaging content via our embeddable player and point-of-sale which serves as the ultimate live commerce solution for brands, publishers, creators and consumers."

As live commerce continues to emerge as a noteworthy retail trend across sectors, TalkShopLive says it leverages shoppable livestreams by attracting celebrities, publishers and brands who seek the platform for its frictionless buying experience and proprietary, multi-embed point-of-sale technology, which allows video content to remain shoppable wherever the content is shared, per TalkShopLive’s release.

The platform enables sellers to showcase their products via live shows, displaying product details and chat in real-time with customers. The full-service platform and iOS app allows buyers to access unlimited channels and live product shows.

Stars and brands that have launched their own TalkShopLive channels include  Best Buy, Fred Segal, Walmart, Mattel, Vogue, Allure, GQ, Bon Appetit, Buzzfeed, Paul McCartney, Garth Brooks, Dolly Parton, Alicia Keys, Kevin Jonas, Jamie Foxx, Drew Barrymore, Julie Andrews, Meghan Trainor and Tim Tebow.