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Commerce to Conversion: How Zo Skin Health monetized the Masterclass

For more than 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 creds as a leading authority on skin health and rejuvenation and is often ranked 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 skincare industry skyrocketed over the past year, but it also became extremely saturated. The ZO® Skin Health team was constantly checking in on their competitors to make sure they were keeping up, while also standing out. It wasn’t until one of their competitors was hosting live shopping events did they decide to explore it for themselves.

With ZO® Skin Health being an education-based medical grade skincare brand, it’s not necessary for the company to issue constant, deep discounting; they’d rather 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 that specialized in live shopping events. With the help of a Livescale support member they were seamlessly able to get up and running.

Working internally with the brand’s pre-existing team, ZO® Skin Health first tackled a script, 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 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.

“Livescale was extremely user-friendly. I was able to set it up on my own with some PM help.”

Dana Wilhelm, ZO® Skin Health’s Senior Manager of Digital Marketing shared her personal 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 just to sit in and provide support.”

The event was a success with 568 unique viewers, 602 likes, 539 chats and 162 chat sessions. The best part, they achieved their highest volume of sales they had seen so far this year that day!

The ZO® Skin Health team plans to run events like these in the future on a monthly basis. 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.

Zo Skin Health's Toolkit

Agency & internal chat moderation 

Multi-Host Streaming via Zoom

Internal Skin Expert Host

Livescale Expert Support

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