Jennifer Lopez, Vogue launch shoppable beauty videos

Dan Berthiaume
Senior Editor, Technology
Jennifer Lopez, Vogue shoppable beauty video
Jennifer Lopez is hosting a new livestream shopping video. (Photo courtesy of TalkShopLive)

A music and film superstar and a leading fashion magazine are teaming up to sell beauty products via livestream videos.

Jennifer Lopez’s JLoBeauty brand and Vogue are partnering with livestream commerce platform TalkShopLive to offer beauty tips and sell products through the Vogue “Beauty Secrets” video series. The new shoppable video features Lopez, who also appears on the cover of the December Vogue issue, sharing her beauty regimen featuring JLo Beauty and exclusively debuting two new JLo Body products which are available for purchase within the TalkShopLive video player.

“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."

“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,” said JLo Beauty & Lifestyle founder Lisa Sequino.

Celebrities pursue direct-to-consumer sales via shoppable video, metaverse

Jennifer Lopez is not the only star collaborating with Talkshoplive to directly engage their fans this holiday season. Select retail windows in New York City are streaming live shopping programs through the holiday season, featuring celebrity-endorsed and created products.

TalkShopLive is partnering with digital media technology provider FrontRunner Technologies to deliver what the companies are calling the first-ever ‘live commerce window shopping experience.’ The partnership’s first live shopping event featured music star Gloria Estefan, who promoted her newly released holiday album. Consumers were able to scan QR codes on the windows, which allowed them to shop while watching the content.

Live shopping shows will continuously roll out through the holiday season while select re-airs from dozens of other TalkShopLive shows will stream in the windows, including live shopping with celebrities and influencers including Shania Twain, Bobby Flay, Dolly Parton, Drew Barrymore, Ludacris, and Noah Schnacky.

Some celebrities are also leveraging the metaverse as a direct consumer touchpoint. Pop star Mariah Carey is offering “Mariah Carey’s Winter Wonderland” in the “Livetopia” environment of Roblox, a popular immersive 3D gaming platform.

During the month of December 2022, the experience is featuring a holiday-themed treasure hunt, mini-games, virtual item drops, and special virtual performances. “Mariah Carey’s Winter Wonderland” also includes a virtual store offering exclusive virtual merchandise, unlockable houses, cars, Christmas hats, and other digital items.

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