Amazon Live x Maybelline
Maybelline & Amazon Live: A
live shopping campaign.
Maybelline, a L’Oreal brand set out to make a bold impact with the launch of its new Sky High Mascara colour collection in the UK.
The objective? Create buzz, drive market share, and connect with beauty lovers in a way that felt personal, educational, and instantly shoppable.
With a competitive beauty landscape and ever-rising expectations for immersive online experiences, Maybelline needed more than a product drop, they needed a moment that really engaged with their audience.
BACKGROUND.
To support the launch of Maybelline’s new Sky High Mascara colour collection, Groovy Gecko partnered with Amazon Live to deliver an immersive, full-funnel live shopping experience. The campaign centered around a dynamic Amazon Live masterclass hosted by makeup expert Vikki Jeff, designed to educate and inspire consumers through colour theory and product demonstrations. This was supported by high-impact media placements, including homepage takeovers, display and sponsored ads, and a Prime-exclusive gift with purchase.
OUR SOLUTION.
Groovy Gecko partnered with Maybelline and Amazon Live to deliver an interactive live shopping event centred around a virtual makeup masterclass hosted by Vikki Jeff.
Each mascara shade was brought to life through live demonstrations that leaned into colour theory and expert beauty tips, helping viewers understand not just what to buy, but why and answering all their questions. Plus, Prime viewers were able to shop a live exclusive gift with every purchase.
But the livestream was just one part of a wider strategy. Maybelline used a full-funnel approach to drive traffic and incremental sales:
· Amazon Homepage Takeover
· Display & Sponsored Brand Ads
· Exclusive Prime Gift-With-Purchase Incentive
All content directed audiences to the Maybelline brand store, where the live event was seamlessly integrated into the shopping journey, helping Maybelline achieve real results with their product launch.
"Immersive storytelling with Amazon Live has been hugely beneficial to the L’Oréal brand. Working with Amazon is a one-stop shopping experience for us — we’re able to create engaging campaigns with live shopping events at the heart, bringing beauty education and inspiration directly to customers when they’re ready to discover and shop."
Othman Bennis, Chief Digital & Marketing Officer, L’Oréal Europe.
THE RESULTS.
The campaign delivered impressive numbers and clear ROI:
· 58% of total sales on the Maybelline brand store happened on the day of the live event.
· Shoppers who watched the livestream had an 18% higher average order value compared to the category norm.
· Video ads promoting the event saw a 24x higher CTR than the benchmark for beauty video content.
These results highlight the growing appetite for live shoppable, story-driven livestreams and show how beauty brands can turn content into conversion when it's expertly crafted.
58%
of all event sales on the brand store happened on the day of the live event.
+18%
Higher average order value for those who engaged with the live stream compared to the Maybelline category average.
24X
Higher average order value for those who engaged with the live stream compared to the Maybelline category average.