The beauty brand hosted a live shopping event to debut its liquid bronzer collection, giving viewers the first opportunity to purchase directly from the brand’s shop on Instagram, gaining 174 new buyers on launch day.
Elaluz (meaning “she is light” in Portuguese) is a beauty brand founded by global entrepreneur Camila Coelho that offers collections of luxury makeup, skincare and bronzing products.
new buyers on the day of the live shopping event (had not purchased from the brand’s shop on Instagram within the past two years)1
of new buyers on Instagram for the month of October came from the live shopping event2
of the Yummy Natural bronzer shade sold per minute (on average) during the live shopping event3
Elaluz wanted to maximize excitement for the launch of its new product collection and connect with shoppers outside of its existing audience base.
Authentic product storytelling
Elaluz planned to make its new collection of liquid bronzers available exclusively on Instagram for the first hour after its release. Coordinating with founder Camila Coehlo, the brand scheduled an Instagram live shopping event centered around the launch using her personal account.
Two days before the release, Elaluz set up the liquid bronzer drop using the product launches tool on Instagram, and Camila scheduled the live shopping event. To promote each, Camila and Elaluz began sharing content on their Instagram feeds and in their stories. Tagging products from the new collection in posts allowed viewers to click to learn more from product detail pages on Instagram. In stories about the live shopping event, Camila and Elaluz added a sticker that linked to an event page on Instagram where people could get more info and set reminders to tune in. They both also used countdown stickers in their drop-focused stories so people could set launch reminders and share the countdown in their own stories as well.
On the day of the event, Camila went live from her personal Instagram account. The team pinned the items on-screen as Camila demonstrated and told viewers how to click to add them to their carts or purchase directly from Elaluz’s shop on Instagram. She also reminded shoppers that everyone who bought the new bronzer during the broadcast would receive the brand’s Overnight Facial Glow as a free bonus gift.
Since Instagram Live is a two-way exchange, Camila was able to answer viewer questions and respond to comments as they came in. The live format also allowed Camila to express her genuine emotional connection to the brand by telling the story behind her products, what drives her to create them and what makes them so special. When her team informed her that the Yummy Natural bronzer shade had already sold out before the end of the 30-minute event, she thanked viewers in a heartfelt moment before signing off.
To help measure its sales, the team used data from Commerce Manager, which revealed:
- 174 new buyers on the day of the live shopping event (have not purchased from the brand’s shop on Instagram within the past two years)
- 72% of new buyers on Instagram for the month of October came from the live shopping event
- 6 units sold per minute, on average, of the Yummy Natural bronzer shade during the live shopping event
These results were provided by Elaluz based on a campaign run in October 2021 and are not the results of a controlled study. Your results may vary.