With livestreaming popular across many apps, fashion & beauty brands are increasingly using it as a way to market and sell. Branded, celebrity, or influencer-featuring livestreams have sway in Gen Z and young Millennials, being perceived as more authentic and less edited.
This trend originates from the report:
TREND HUNTER - Trend Report 2044
For brands, using this authenticity helps them build campaigns that offer immediate returns, while connecting them with their target audiences..