How Charlotte Tilbury creates social LIVE shopping experiences that deliver up to 37% conversion

The Original Challenge

In 2021, Charlotte Tilbury was already offering Masterclasses to its online audience through a classic video-call platform. This experience was clunky. It lacked the fun and interactive qualities of social media live streaming and did not allow for a seamless path-to-purchase.

How LiSA Solves the Problem

LiSA-powered LIVE Masterclasses give Charlotte Tilbury audiences a fun and interactive way to discover and learn from the brand's ambassadors while remaining on the brand's e-commerce, too — having the ability to seamlessly shop-while-they-watch.

Charlotte Tilbury's brand ambassadors can easily curate and create a show through the LiSA tool. Today, up to 80 ambassadors in the UK and USA regularly host such shoppable live tutorials.

Such live shopping events are now hosted 3–5 times every week with very high average viewing times of 15 minutes and conversion rates up to 37%.

Key Success Factors

Why is Charlotte Tilbury performing so exceptionally well? Even as a premium brand, it understood the power of Community and a two-way conversational marketing approach early on.

The brand's Ambassadors are given the freedom to curate and create content for their live shopping tutorials independently.

On the one hand, this makes the content very authentic — while still being on-brand — which has a positive impact on engagement. On the other hand this means that live shows get produced easily and frequently, giving the audience a lot of fun content to choose from.