Wavemaker and L’Oréal launch MENA’s first live shopping event on Amazon

In the fast-paced world of beauty, innovation is the name of the game. This Ramadan, Wavemaker MENA embarked on a journey with L’Oréal Paris into uncharted territory, partnering with Amazon to pioneer the region’s first live shopping event.

Picture this: an immersive oasis for beauty enthusiasts, where the latest trends and coveted products converge in real-time. From live demonstrations to personalised recommendations, influencers and beauty experts took center stage, guiding viewers through a virtual beauty haven. And the best part? Customers could interact seamlessly, making purchases directly through the dedicated Ramadan landing page, complete with an exclusive 10% discount using a special event code.

Insights into Ramadan behaviours revealed a shifting landscape, with a heightened focus on appearance and self-care during the fasting period. We recognised the opportunity to address these evolving needs, particularly in the fiercely competitive landscape of the region. In a market saturated with beauty offerings, with new players joining in, the competition was becoming more difficult to crack.

Our partnership with Amazon unleashed a groundbreaking solution: a live shopping experience unlike any other in the MENA region. Featuring regional influencers sharing their beauty secrets and insider tips, the live stream captivated audiences, fostering deep engagement and forging stronger connections with consumers.

And the results speak for themselves. Against the backdrop of Ramadan’s media frenzy, L’Oréal Paris emerged victorious, with a staggering 40% increase in sales year-over-year on Amazon. Products showcased in the live videos experienced an unprecedented 148% surge in sales compared to the previous year, underscoring the power of immersive storytelling and personalised experiences.

This Ramadan marked not just a milestone, but a testament to the boundless possibilities when creativity meets commerce.