When this makeup brand hosted a live shopping event on Instagram to launch a new fragrance, it sold out 100% of its available Instagram inventory within the live and product launch drop period.

A cult-favorite makeup brand

Too Faced was founded in 1998 by Jerrod Blandino and Jeremy Johnson. The duo wanted to create a makeup line that would celebrate beauty individuality and inject joy back into an industry that they believed had become too rigid. The brand is now sold in more than 30 countries and is committed to using cutting-edge and cruelty-free ingredients.


sell-through of available Instagram inventory within the live and drop period


product detail page views (within Meta-owned properties)

When planning our exclusive drop of Too Faced’s Better Than Sex Eau de Parfum fragrance, we knew Instagram Shopping had all the levers we needed to build excitement and sell directly to our highly engaged consumers. With the combination of using drops, live shopping and product tagging leading up to the event, we were able to sell out of available Instagram inventory during the live and drop period!
Sparking momentum for a new product

As the launch date of its new fragrance approached, Too Faced wanted to generate demand before the official release and give its fans on Instagram an exclusive opportunity to buy the product before anyone else.

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An exclusive event for makeup fans

Too Faced uses Meta’s shopping solutions to make its products easy to discover and buy online. The brand manages its own shop on Instagram where customers can browse through curated product collections, learn more about specific products and make purchases without leaving the platform. As it prepared for the official launch of its new “Better Than Sex Eau de Parfum” fragrance, the brand took advantage of Instagram’s additional shopping solutions, including live shopping and product launches, to promote the upcoming release and offer a limited quantity of the new items for sale exclusively on Instagram.

To promote the launch, Too Faced used the Live Scheduling feature on Instagram. This allowed the brand to share its scheduled broadcast via feed posts and gave its audience the chance to sign up for reminders to tune in. Co-founder and Chief Creative Officer Jerrod Blandino, who hosted the live shopping event, used his personal Instagram account to promote the launch as well. Jerrod announced the event with an in-feed post two days before the event to amplify its reach with his followers, driving them to the Too Faced shop on Instagram and encouraging them to tune in to the broadcast.

Too Faced positioned the launch to its audience on Instagram as an opportunity to acquire a limited-edition of its new fragrance plus an added bonus of its best-selling Better Than Sex Mascara. It promoted the live shopping event as an exclusive sneak peek ahead of the new product’s official launch, which was planned for the following month. The brand also drove excitement by sharing that the first 100 bottles sold during the live shopping event would be personally signed by Jerrod Blandino himself.

The results of the product launch on Instagram demonstrated the effectiveness of the brand’s promotional strategies. Using data obtained from Commerce Manager, the team measured the following results:

  • 100% sell-through of available Instagram inventory within the live and drop period
  • 29,700 product detail page views (within Meta-owned properties)

These results were provided by Too Faced Cosmetics based on a campaign run in December 2021 and are not the result of a controlled study. Your results may vary.

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