How marketers can leverage livestreaming’s rise in the US

Discusses the opportunities for marketers presented by the increased popularity of shopping via livestream in the US.

Dan Page/

At the start of the preholiday "Blooming Skin Show" Ayesha Bshero stood in front of a gameshow-type wheel with sections labeled "Morning Essentials Set," "4-Piece Perfume Set," and other offerings from the beauty brand Beekman 1802. Bshero, the brand's head of products, declared the "stakes are high" before spinning the wheel, which landed on the perfume set. Bshero gleefully informed her audience that the four perfumes were available for just $18 during the show, a $42 discount from the regular price.

Bshero and several guests then promoted a wide range of Beekman 1802 products, many of...

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