Too Faced launched its first-ever fragrance, Better Than Sex Eau de Parfum, on January 1, 2022. In order to create both excitement and sales leading up to the launch, we hosted an Instagram Liveshopping Experience in December 2021 with our Co-Founder and Chief Creative Officer, Jerrod Blandino. During this Liveshopping event, we pre-sold a limited quantity of the fragrance, signed by Jerrod, to create early buy-in and buzz around the launch. Our goal was to engage our Founder and his passion for this specific new product to generate a frenzy and drive pre-launch revenue.
Our strategy with the Instagram Liveshopping Experience was to build excitement for the brand's first-ever fragrance launch, and ultimately, drive sales. By using the the combination of drops and product/live tagging leading up to the Live session, we were able to create a large level of tune-in and mobilize our customer base very quickly and efficiently.
The results were staggering- so much so, that Instagram has reached out to our team to conduct a case study on the success of the activation. We sold out of the fragrance in under 15 minutes. Our initial drop feed post with drop tag reached 1M+ unique accounts and 29,734 consumers viewed the product page (within FB owned property)