CASE STUDIES - ZO SKIN HEALTH
Commerce to Conversion: How Zo Skin Health monetized the Masterclass
For over 35 years, Dr. Zein Obagi, Board-Certified Dermatologist, has pioneered advanced skincare solutions based on his philosophy of creating healthy skin first and preventing damage second. His approach earned him global credits as a leading authority on skin health and rejuvenation and ranked him among the world’s top experts on chemical peels.
Inspired by this rich history of success, his namesake brand ZO® Skin Health continues to redefine and advance the science of skin health. The ZO® Skin Health team constantly checked in on their competitors to be sure they were keeping up while also standing out. It wasn’t until one of their competitors hosted live shopping events did they decide to explore it for themselves.
With ZO® Skin Health being an education-based medical-grade skincare brand, the company doesn’t need to issue constant, deep discounting; they’d better let the products do the talking. With a need for more visibility, educational opportunities and a deeper connection to the brand’s global community, Live Shopping was a perfect fit.
The ZO® Skin Health team found a partner in Livescale, a 3rd party solution specialized in live shopping events. With the help of a Livescale support member, they could get up and run seamlessly.
Working internally with the brand’s pre-existing team, ZO® Skin Health first tackled a draft according to Livescale’s best practices. Then they built a team for the event consisting of two hosts, a technical support person, and a dedicated moderator to answer questions.
As the brand had a natural buzz, the approach was simple. They wanted to educate their customers, then drive into the sale at the end. The ZO® Skin Health team wanted to bring the in-person experience online, and their goal was to “wow” new customers by highlighting the products’ value while educating their existing customers.
Dana Wilhelm, ZO® Skin Health’s Senior Manager of Digital Marketing, shared her experience, “Livescale was extremely user-friendly. I was able to set it up on my own with some PM help. The rep at Livescale was so helpful and joined our internal meetings mostly to sit in and provide support.”
The event was a win with 568 unique viewers, 602 likes, 539 chats and 162 chat sessions. The best part was they achieved the highest volume of sales they had seen so far this year that day!
The ZO® Skin Health team plans to run events like these every month. They imagine each event could be tied to a theme, such as a product launch. Their upcoming event will be focused on seasonal products, highlighting a routine that protects skin from the sun for the bright days ahead.
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WHAT OUR CLIENTS SAY
"An amazingly valuable app with an even more amazing customer service team.
Easy event set up with assistance if needed."
"Easy to install w/ great step-by-step videos.
Good streaming quality with easy catalogue integration."
"I was looking for a livestream app and found Live Shopping by Livescale. The event setup was pretty easy and it directly syncs with my collections. I didn't know what to expect at first so I did a live event with a small audience, just to see. My customers love it! And that was fun for me too, to host a live shopping event, interact directly with my audience, and give them the option to buy my products without leaving the video. The real-time analytics is a really cool feature and you know instantly about your sales.
Con: I had to create a first event, before the real event, to see what the experience looks like. So having a way to test out without creating an event before would be great. There's definitely a learning curve with the streaming settings and everything related to the video actually - but once you got it, it's pretty straightforward. I used my iPhone 8 for the show.
They have a Livescale academy website that was really helpful for production setup and getting some live shopping ideas.
Will definitely host events on a weekly basis. Cool app!"