Dive Brief:

• Joining other brands and publications in the livestream shopping trend, Seventeen Magazine hosted its first livestream shopping event with Talkshoplive and Maybelline on Wednesday, the publication announced via email to Retail Dive. Walmart fulfilled the orders placed during the event. 
• Melissa Hernandez, a Maybelline New York makeup artist, demonstrated various prom beauty looks. During the 30-minute stream, the brand featured lipsticks, concealer, blush and other items from its Super Stay collection.
• Talkshoplive and Walmart have experienced 515% growth in events since their trial period started in November 2021, per the announcement.

Dive Insight:

Besides Maybelline and Walmart, Talkshoplive has attracted multiple brand and publication partners, including Buzzfeed, Best Buy and Procter & Gamble, to host livestream shopping events. For Seventeen, the collaboration presented a chance to reach Gen Z shoppers who may be attending prom in person for the first time during the pandemic, Nancy Berger, senior vice president, publishing director and CRO of Hearst Youth & Wellness Group, said in a statement.    

"Talkshoplive is so much more than a livestream provider, and it's refreshing that Seventeen, Maybelline and Walmart not only realize that but that they also trust us with their iconic brands," Bryan Moore, CEO and co-founder of Talkshoplive, said in a statement. "This partnership, in which a major consumer products company can create shoppable content in tandem with both a retailer and media brand, is just the beginning of what the future of livestream shopping looks like, and talkshoplive is committed to leading the way in connecting the retail landscape."

Prior to this collaboration with Seventeen and Talkshoplive, Walmart has experimented with livestream shopping for the past two years. In 2020 and 2021, the retail giant hosted livestream events on TikTok with the help of social media creators to promote holiday offerings and beauty brands. With its livestreams on Twitter and Talkshoplive in 2021 and 2022, the retailer has tapped celebrities like Jason Derulo, Drew Barrymore and Rachael Ray to drive sales.

Brands and retailers in the U.S. are catching up to China's multi-billion dollar livestream shopping market. A report from Coresight Research predicts that the American livestream shopping industry market will grow to $25 billion by 2023.