X

VIRAL IS NOT enough.

BRIDGING THE BEAUTY
CONVERSION GAP
A data-driven look at the broken journey
from scroll to sale
 2

01 The new face of beauty in

2025 - A digital revolution

02 Meet the modern beauty

shopper

Seeing is believing - Video,

03 Authenticity & AI

TABLE OF
From inspired to inactive:

04 closing the beauty

eCommerce gap

CONTENTS 05
Learnings eCommerce must
take to keep beauty buyers’
attention.
 3

KEY
TAKEAWAYS
Results from the Territory X StoryStream Feb’ 2025 survey

SOCIAL LEADS VIDEO AND UGC SELL TRUST MATTERS AI BEAUTY

Social is now the starting Video is no longer optional: Authenticity builds trust and AI and AR are powering the
point for beauty discovery: 75% of beauty shoppers conversions: 56% are more next wave of personalised
69% of all shoppers (and seek video before making a likely to try a product beauty. 48% of consumers are
86% of Gen Z) are using purchase, with short-form recommended by someone open to tech-driven tools that
platforms like TikTok and User-Generated-Content they know, and 69% say would recommend more
Instagram as their first stop (UGC) outperforming brand- user reviews hold the most relevant and personalised
for new product discovery. created content. weight in decision-making. products to buy².
 4

ABOUT THIS
4

RESEARCH
consumers from our
23,095 communities 84% female
The insights shared throughout this eBook are built on
two complementary studies using identical questions
16% male
to understand the behaviours, motivations, and
expectations of modern beauty shoppers in social and
eCommerce environments. 11 MARKETS:
Together, this data represents feedback from over Germany, France, UK, Spain, Italy, Hungary,
23,000 consumers, offering a globally representative
view of today’s beauty buyer.
Poland, Slovakia, Ireland, US, Czechia.
This scale and consistency gives us a unique lens on
how beauty discovery, trust, and purchase decisions
5 GENERATIONS:
evolve across regions, generations, and social
behaviours. GenZ, Millennials/GenY, GenX & Boomers.
 5

CHAPTER 11
CHAPTER
THE NEW FACE OF BEAUTY SHOPPING
IN 2025 - A DIGITAL REVOLUTION
Once upon a time, beauty shopping began with a
of shoppers discover
need. A new foundation, a skincare routine fix, a
seasonal update in lipstick shade. Today, discovery
is far more passive, spontaneous, and visually
driven. TikTok scrolls shape shopping carts.
Instagram Reels spark must-haves. Gen Z and
70% beauty products on social
media
report issues in the journey
Millennial consumers are embracing a radically
different purchase pathway, one where discovery
and entertainment come first, and eCommerce
struggles to keep up.
86% between social and brand
websites
According to our February 2025 Survey, nearly 70% of people who regularly buy beauty products now begin their journey on
social platforms. This jumps to over 86% for Gen Z. Despite that, consumers report issues in the handoff from social media to
eCommerce websites. The number one issue shoppers would like brands and retailers to improve about their website
shopping experience is better alignment between social media and website content. The transition causes friction, confusion,
and drop-off at the most sensitive stage of the buying process. Social-fuelled beauty discovery is sleek, fun, and visual. But
arriving on a traditional product page too often feels like shifting from a backstage beauty masterclass… into a product
catalogue spreadsheet.
 6

The disconnect is real and measurable. Traffic from social That means bringing the vibe of social commerce into every
channels bounces 37.5% more than any other source, step of your owned experience: homepage galleries that mirror
even as 67% of consumers still prefer buying through trending aesthetics, UGC that lives natively on product pages,
brand-owned websites¹. The expectations are clear: immersive inspiration hubs, shoppable stories, and content
beauty brands must do more to bridge discovery and journeys that feel as dynamic and relevant as the social feeds
decision. Social ensures your beauty buyer is ready. But that inspired the click. When discovery flows into familiarity -
the eCommerce journey is flawed. not friction - more users stay, explore, and buy.

Our research frames the industry as on the edge of a

generational shift in how consumers find, evaluate, and
ultimately choose the beauty products that resonate with
them. To keep pace, brands must stop thinking in terms of
“channel performance” and start thinking in terms of
continuous, content-powered experiences - ensuring
beauty shoppers stay engaged from their first spark of
inspiration on social through to purchase on your site.

68% prefer buying through

eCommerce websites
 7

STORYSTREAM’s SOLUTION
SOLUTION
Beauty shoppers expect your site to feel like their feed. Social
STORYSTREAM’s Storefront brings that to life with a dynamic, AI-powered
experience layer for brand websites that transforms how

SOCIAL STOREFRONT
social shoppers engage and convert. Whether launched as
standalone landing pages or integrated into your main
navigation, they turn passive arrivals into inspired buyers.

Trends page Shop the look Social PDPs

AI-generated hubs built from Shoppable videos and images Product pages reimagined, now
simple prompts featuring UGC, showcasing every product enriched with UGC, creator
influencer content, and images featured in the clicked media, videos, and social content for
from product catalogues. ready to add to cart. today’s scroll-native shopper.
 8

Industry-leading brands are already embracing

these changes: Ipsy’s CTO Sree Sreedhararaj
recently noted that the brand is “cutting through
with the right content, at the right moment, in
THIS IS THE NEW NORMAL
This is the new normal: content-led,
the right channel”, because in today’s beauty
community-embraced, and tech-
landscape, “it isn’t just a tactic – it’s a
necessity.” IPSY, the world’s largest beauty Content Led accelerated. And it’s not just social
driving this transformation. Beauty
community platform, is redefining digital beauty
consumers are becoming more selective
commerce by bringing its creator ecosystem to
in the way they engage with products
life through AI-powered, personalised
experiences. With a content-first approach that Community online,
inclusive
favouring clean
representation,
formulas,
and
mirrors the energy of social platforms, IPSY is
turning its homepage into a dynamic, shoppable
embraced personalised storytelling over generic
information. To get there, brands first
space built for inspiration and conversion. By
must truly understand who today’s
partnering with StoryStream, the brand is
doubling down on authenticity and innovation to Tech beauty buyer is… and what’s motivating
them to click “add to cart.” That starts
deliver experiences that feel personal, relevant,
and built for the next generation of beauty
Accelerated with tapping into what resonates:
leveraging UGC that reflects real people
buyers.³
and real results, curating authentic
content that builds trust, and using data-
driven insights from platforms like
StoryStream’s Aura Intelligence to
constantly refine what works.
Understanding your audience is no
longer guesswork, it’s measurable,
scalable, and essential.
 9

"In today's world of constant noise, cutting through with

The perceived authenticity and
trustworthiness of a brand are
the right content, at the right moment, in the right channel
crucially important factors to
consumers when deciding what to
isn't just a tactic - it's a necessity. We’ve teamed up with
buy: 91% of respondents said that
they are more likely to remain loyal
StoryStream to co-create a future where every touchpoint
to a brand (i.e. buy from them again)
feels personal, relevant, educational and inspired."
that they find trustworthy and
authentic.
SREE SREEDHARARAJ
CTO @
 10

Where search once pointed shoppers toward trusted For Gen Z, TikTok has edged ahead as the most
products, social media now invites them into beauty influential platform for discovering new beauty
microtrends, personal routines, and peer-reviewed products¹⁶. The appeal? It’s equal parts trend-driven
recommendations. Social media is now the new storefront, entertainment and trusted word-of-mouth. Short-form
with 69% of beauty shoppers starting product discovery on posts feel spontaneous, algorithmic feeds ensure
social, rising to 86% of Gen Z¹. The brands seeing results are relevance, and the real-time, human voice of content -
the ones who treat social not as a separate campaign, but as from first impressions to de-influencing - gives
part of the 360° customer journey. products more credibility than brand ads.

CHAPTER 22
CHAPTER
MEET THE MODERN
BEAUTY SHOPPER
More than ever, beauty is social, algorithmic,
INTERESTED IN
REACHING GEN Z
CONSUMERS?
Take a closer look on
how TERRITORY can
and entertainment-driven. help activate them with
word-of-mouth
marketing.
 11

By contrast, Millennials - while still highly engaged - take a more hybrid approach.
They balance social discovery with search, product reviews, and eCommerce
expectations. For them, TikTok might spark interest, but ultimately, detail, proof points,
and user reviews still play a deciding role deeper in the journey.

More than just "scrolling", beauty shoppers are

seeking and building trust, absorbing tips, and Brands must
WONDERING WHO forming emotional connections through social
discovery. This is where decisions are seeded, not
shift focus
shIft
WE ASKED? at the point of purchase. Yet brands continue to from search
Take a closer look at
the people behind
over-invest in bottom-funnel tactics like paid
search and SEO, while underestimating the value of
visibility
the stats with our
Webinar. emotional momentum in the upper funnel. It’s time to SOCIAL
social
to rethink the model: discovery now starts with
social media optimisation (SMO) not just search. resonance
With 35% of total budget going toward paid
83% OF GEN Z social, but yielding only 0.7% conversion⁴,
the return on that investment hinges on the
strength of content, community, and
69% OF BEAUTY SHOPPERS context. To truly convert this audience,
brands must shift focus from search
visibility to social resonance, optimising not
Turn to social for just where you show up, but how your

product discovery brand shows up in the moments that

matter.
 12

TIKTOK
WHERE SOCIAL
RESONANCE BECOMES
CONVERSION
Nowhere is this shift toward emotional discovery and SMO
more apparent than on TikTok. TikTok drove a 22% rise in
beauty product sales via social media in 2024⁵, as social
platforms continued to replace traditional search in personal
care discovery. According to Euromonitor, 3% of all global e- And this shift is just getting started. Forbes reports that
commerce sales now happen directly through social social commerce will account for over 40% of all digital
platforms. Influencer-led content, UGC, and livestreamed beauty spend in key markets by 2025, with some analysts
tutorials are making beauty shopping more interactive and predicting that by 2026, nearly one-third of all beauty
educational, with consumers increasingly prioritising purchases will occur through social platforms¹⁵. TikTok
wellness, ingredient transparency, and “beauty from within.” Shop, in particular, is rapidly redefining the path to
As social shopping gains ground, TikTok stands out as a purchase, collapsing discovery, validation, and checkout
powerful conversion engine in beauty and skincare. into a single, swipeable moment. For brands, the warning
is clear: if you’re not thinking about how to turn

1 IN 3 Beauty purchases engagement into action within the scroll, you’re missing
shoppers who expect the product they love to be one tap
occur through social away.
 13

So what should brands take from this? TikTok doesn’t only convert because it’s trendy, it converts
because it reflects how people actually want to shop: visually, quickly, and through content that
mirrors their needs, intentions, and identities. At its heart is short-form, authentic video content
powered by real voices and enhanced by powerful personalisation algorithms. In a world of endless
choices, TikTok filters the noise, and shows shoppers exactly what they care about. The lesson is
clear: the closer your brand content feels to the TikTok experience, the more likely it is to turn
curiosity into conversion.

Beauty discovery is becoming increasingly passive, often

happening without shoppers even realising it, as they
absorb content through friends, family, creators, and WHY TIKTOK
influencers who are showcasing the real products they use WORKS:
every day. This social exposure is powerful, with 61% of
beauty shoppers saying they sometimes or often buy It’s engaging: TikTok
shop reflects how people
directly from social platforms. But the journey doesn’t
actually want to shop:
always end there: 68% still prefer to complete their visually and quickly.
purchase on a brand’s own eCommerce site². That means
brands need to deliver across the full path to purchase: It’s immersive: At its
from spontaneous discovery to structured decision- heart is short-form,
making, every touchpoint must feel seamless, trustworthy, authentic video content
and shoppable. powered by real voices.

It’s personal: Enhanced

The issue lies in that most brand websites aren’t designed by powerful algorithms,
to reflect how today’s consumers shop. There’s a style the feed mirrors their
mismatch. A shopper clicks from a rich, emotionally needs, intentions, and
engaging short-form video post and lands on a static identities
product page that lacks all the context, tone, and vibe that
initially drew them in.
 14

STATIC
And it matters. Shoppers want more than polished copy and
studio-shot photography. They want content and commerce
that reflects them. When asked what kind of customer-
uninspiring generated content they find most impactful when making a
beauty purchase, 47% of consumers said they prefer
product recommendations based on factors like their skin
type or tone, significantly outweighing expert content, which
what does it came in at just 25%². This is a clear signal that
look like on? representation goes far beyond ethics or brand values; it
directly impacts purchasing behaviour.

Transactional
VS. Inspiration

This demand for more accurate and inclusive content is growing Discovery
louder, especially among Gen Z beauty buyers who reject generic
marketing in favour of real, community-led content. And that
beauty audience is evolving: men’s skincare and grooming is no
longer niche, it’s one of the fastest-growing beauty segments⁶, and real life
there is growing expectation from consumers for more diverse
range of products. From acne scars to curl patterns to undertones
and texture, shoppers are more likely to convert when they feel
seen, and the most powerful way to deliver that is by showcasing real People
your products on people like them through authentic UGC.
 15

A powerful way to reach specific, niche

X audiences is through campaigns with
carefully matched nano influencers, aka 8.7% ENGAGEMENT RATE
CASE STUDY
everyday consumers with up to 1,000 highly
engaged followers. These individuals have
strong, trusted relationships with their 13.3M impressions
communities and share genuine experiences
both offline and online, through high-volume, hours of video
authentic UGC. TERRITORY Influence helps 1,290 streaming
brands identify and activate the right nano
influencers from a network of 5+ million
creators across Europe.

To support the launch of Hyséac 3 Regul+

in Spain, Laboratoires Uriage partnered
with TERRITORY Influence to develop a
targeted strategy for younger audiences
with oily skin concerns. Using TikTok as the
primary platform, 10 carefully selected
creators — including pharmacists and
skincare enthusiasts — shared tailored,
relatable content. The results: 13.3 million
impressions, 1,200+ hours of video
streamed, and an 8.7% engagement rate.
The campaign boosted visibility and proved
the power of niche influencer marketing to
drive real, authentic engagement.
 16

CHAPTER 3
SEEING IS BELIEVING -
VIDEO, AUTHENTICITY & AI

PART 1 PART 2 CASE STUDIES

Video, AR, and AI: Trust Me, I Tried It L’Oreal
welcome smart (The Authenticity Kiehl’s
beauty Imperative) NYX
Mixa
 17

Part 11
Part
VIDEO, AR, AND AI:
WELCOME
SMART BEAUTY
Product photography is not enough. Texture, light reflection, coverage...
these can’t be told, they must be shown. And with 75% of beauty buyers
saying they seek video before purchasing², short-form video has become
the most effective format for turning interest into intent.

But this isn’t new: from the beginnings of YouTube tutorials and haul
videos in the 2000s to today's fast-paced TikToks and real-time “Get
75%Gen-Z
say VIDEO
content
Ready With Me” (GRWM) content, video has long been the primary format
influences
through which consumers connect to beauty.

Video helps close the gap between curiosity and confidence. As beauty
70%
Millennials purchases
adapts to content-led journeys, technology is stepping in to scale that
experience. AI-powered product recommendations, virtual try-ons, and X
curated social galleries are fast becoming conversion tools.
 18

CASE STUDY 368

TERRITORY collaborated with L’Oréal Paris
Social media
in Italy to boost awareness of their new contents
Panorama mascara. The campaign (UGC)
activated 400 young female nano
influencers, who seamlessly integrated the
product into their daily beauty routines
and shared their experiences through
short-form video on Instagram and
+2M
TikTok. This approach generated 368 Online
inspiring before-and-after pieces of
content, over 2 million impressions, and
Reach
around 400 authentic Amazon reviews
with an average rating of 4.7/5 stars. With
98.4% of influencers willing to recommend
the product and 92% expressing intent to
396
purchase, the initiative highlights the Reviews on
effectiveness of video in driving authentic
connections and sales in an engaging and
Amazon,
native way. (4.7/5)
 CASE STUDY
STUDY
19

X CASE Vertical
BOOSTING ENGAGEMENT Video
Kiehl’s DE turned inspiration into
action by embedding a video-first AND ADVOCACY FOR
TikTok carousel directly onto
their homepage, featuring a blend
of influencer, brand, and user-
KIEHL’S
generated content. Powered by
StoryStream, the new shoppable
format addressed two critical
challenges: a lack of engaging,
advocacy-driven video content
on-site and a need for a
compliant way to collect rights-
approved UGC from customers.

Using StoryStream’s LinkStream

and Direct Upload tools, Kiehl’s
made it easy for customers to
contribute content — all while
staying fully compliant. The
results? Deeper engagement, a
significant uplift in time spent on-
site, and stronger emotional
connection with socially native
shoppers.¹³ UGC Brand social and PR content
 20

LIVE VIDEO SHOPPING

One of the fastest-growing formats in beauty
commerce is live video shopping, a modern
evolution of QVC-style selling, merged with
the intimacy and influence of social media. In
markets like China, livestream commerce
already accounts for over 19% of total retail
eCommerce sales, and the West is quickly
catching on⁷. For beauty brands,
livestreaming provides the perfect canvas: it
shows product performance in real time,
enables direct audience engagement, and
creates a sense of urgency that static
WANT TO KNOW
content can't match. QVC itself is evolving, Platforms like TikTok and Instagram have made MORE?
with the launch of a 24/7 livestream shopping shoppable livestreams culturally relevant, but the Learn about our Live
experience on TikTok and partnering with real opportunity lies in bringing this experience
Video Shopping
solution here
thousands of influencers, proving that the into eCommerce, where brands can fully control
future of commerce will be continuous, the look, feel, and outcomes, whilst giving
creator-powered, and social-first⁸. customers the engaging video they crave.

longer session higher add-to- audience

3X durations +25% basket rates 55% interaction
 21

This format offers a way to replicate

the intimacy of in-store interactions, at KEY INSIGHT With AI making inroads in
beauty through personalised
scale. Whether it’s a product demo, Beauty shoppers are ready for tools that skincare, automated treatments,
seasonal launch, or creator-led tutorial, enhance their journey: according to our and advanced skin analysis, this
hosting shoppable livestreams on-site survey, 48% of total consumers would use an can lead to cost reduction,
can extend the video-first experience AI shopping assistant that is designed to increased revenues, and
users already crave on social while recommend them more relevant and improved marketing ROI through
staying closer to checkout. On personalised products to buy². From adaptive personalisation: studies show
average, brands using StoryStream’s skincare routines to predictive styling, this that brands earn 40% more
video commerce tools see 3x longer signals a readiness not just for innovation, revenue when they get
session durations, 25% higher add-to- but for personalisation with purpose. personalisation right¹⁴.
basket rates, and 55% audience
interaction via live chat and emojis⁹.

48% of consumers
would use an AI shopping
assistant that is designed to
recommend them more
relevant and personalised
products to buy
 4
Younger consumers, especially Gen Z, are open to AI as a discovery
aid. But authenticity still reigns supreme here too. 43% of Gen Z say
they are strongly opposed to filters and AI visuals that alter
appearance¹⁰, showing a clear preference for real, relatable content
over digitally altered beauty. What shoppers want isn't simulated
perfection, they want smarter, more personalised support in finding
the right real products for them. AI is poised to become a crucial part
of beauty’s future, but only if it’s used to empower, not replace,
authentic experiences.

That’s where tools like StoryStream’s AI product tagging come in.

StoryStream’s platform helps brands bridge inspiration and purchase,
with features such as detecting a concealer in a video and
automatically matching it to the correct product in the brand’s
catalogue. This enables fast, accurate tagging and transforms user,
creator, or brand generated content into instantly shoppable
experiences, turning passive views into active, informed conversions.

WHAT KIND OF AI EXPERIENCE DO GEN Z

BEAUTY SHOPPERS ACTUALLY VALUE?
Smarter product recommendations that match
their individual needs
Personalised shopping experiences
Surfacing Real, unfiltered content, not artificial
beauty filters
All of the above
 23

Part 22
Your next buyer is watching someone just like them.

Part And that’s a good thing. More than ever, credibility in

beauty comes from lived experience. UGC, from first

TRUST ME, I TRIED IT

attempts to skincare transformations, is what truly tips
a consumer from liking to buying. And for Gen Z in
particular, user-generated video is perceived as

(THE AUTHENTICITY significantly more trustworthy than influencer or

brand-created content. In this environment, brands
that rely solely on professionally staged content can

IMPERATIVE) feel disconnected, overly curated, filtered, and

unnatural.

are more likely to remain loyal to

93% brands they find trustworthy
and authentic
By contrast, brands that lean into UGC are seeing real
results: according to our survey, 93% of overall
shoppers say they are more likely to remain loyal to
brands they find trustworthy and authentic,
highlighting just how powerful realness is in building
long-term value. Reports also show that skincare,
haircare, and makeup are finding success with smaller,
more engaged creators, rather than big influencers,
particularly on Instagram¹¹. Who can be greatly
activated with nano influencers in TERRITORY’s word-
of-mouth campaigns.
 24

CASE STUDY
CASE STUDY X

GROW INSTAGRAM ENGAGEMENT NYX Cosmetics, through its

German social channels, used

WITH LOCALISED UGC localised UGC pulled via

StoryStream’s AI-powered
curation tools to deliver
content that resonated with
real users. The result? A 33%
increase in Instagram
engagement, with content
outperforming their benchmark
for comments by a staggering
90%¹².

+33%
Engagemen

Compliant rights
25:1ROI
Localised UGC management
 25

69%
of beauty shoppers cite
product reviews as their
WHAT
top influence in making a
decision PEOPLE
But it’s not just written reviews that matter, shoppers increasingly want to see real
results on real people. want TO
44% SEE ON
trust customer photos more
than brand images WEBSITES
CONTACT
OVER HALF TERRITORY
To unlock thousands
of real reviews for
are more likely to purchase a your brand, written,
visual, online or in-
product if it’s recommended by store.
someone they know.
 26

SOcial Media
X 2.5k Content (UGC)
CASE STUDY
To support the launch of Mixa’s new
body crème, TERRITORY engaged
1,200 unpaid influencers, all regular
users of body moisturisers, to provide
authentic, experience-based feedback.
Participants tested formulas suited to
their skin types and took part in guided
challenges, resulting in 2,500+ pieces
of user-generated content and over
2.6 million impressions across social
media. Their involvement was key to
Mixa’s Ratings & Reviews goals,
generating 800+ reviews on the
brand’s website and 160+ on Amazon.
The campaign highlights the
importance of authentic reviews and

800+
ratings and how activating everyday

reviews on
166
influencers can build trust, generate
authentic advocacy, and drive
conversion during the critical early Amazon reviews on
phase of a product launch.
Mixa Website
 27

+41%
Instagram Post
Engagement from
UGC content
X

CASE STUDY
INCREASING ORGANIC
SOCIAL REACH AND
ENGAGEMENT
L’Oréal Professionnel Paris (DACH) proves that scaling realness works. By
shifting to a UGC-first approach on Instagram, they strategically integrated real
content created by stylists and everyday users. Without reinventing their

1 IN 3
messaging or brand identity, they generated a 41% increase in post
engagement. Their feed became less of a staged gallery and more of a
community collage. Now, one in three posts on L’Oréal’s feed features
customer-created content, a shift that’s directly driving higher reach and
engagement. post is UGC
 28

CHAPTER 44
CHAPTER
FROM INSPIRED TO
INACTIVE, CLOSING THE
BEAUTY ECOMMERCE GAP
A recent analysis by Vogue Business posed the
question: Is beauty losing its Instagram grip? The
report suggests the industry may not be in decline,
but in recalibration. For brands, the emphasis is
shifting toward authenticity and sustained creator
partnerships, immersive brand experiences, and
more locally driven campaigns that deliver
measurable outcomes rather than passive reach.

So what should beauty brands do?

 29

1 THINK SMO, NOT JUST SEO

It’s time to apply the same strategic rigour
to social media optimisation as we once
did to SEO. That means surfacing the right
content at the right time, analysing
engagement patterns, and understanding
what drives action across platforms.

AUTHENTIC SOCIAL CONTENT

OPTIMISE FOR ATTENTION AND ACTION

2 FROM THE START
Social is where decisions begin, so the quality of your content
upfront matters. Brands need to break through the noise with real
storytelling that feels native to the platforms where beauty
discovery happens. That means selecting consumers and creators
that align with your brand values, harnessing authentic moments
(not just polished ads), and pulling in authentic content, ratings,
reviews, and recommendations that inspire and thereby build trust
instantly.
 30
SHORT FORM VIDEO
HARNESS THE POWER OF (SHORT AND
3 LONG-TERM) VIDEO ACROSS SOCIAL,
HOMEPAGES, PDPS AND LANDING PAGES
Platforms like TikTok and Instagram Reels have trained
viewers to expect motion. Static storytelling just doesn’t hit
the same. Inspired by this, Kiehl’s utilised vertical video in
their DTC experience, replicating the immediacy and intimacy
of social content onsite. The result? A more fluid, familiar
environment that keeps shoppers engaged. Also, L'Oréal
Panorama used short-term before-and-after videos to inspire
shoppers with a real product entertainment.

MAKE UGC AND INFLUENCER CONTENT

4 SHOPPABLE, NOT JUST DECORATIVE
Too many brands treat UGC as a branding flourish - tucked away
in an isolated carousel. But the real power of peer content comes
when you connect inspiration to immediate action. Creating
seamless paths to purchase and increasing conversion. That’s
exactly what Wella achieved by activating 1,300 nano influencers,
who created over 2,700 pieces of user-generated content across
social media. The campaign reached more than 16 million people
online, amplifying real word-of-mouth and turning authentic
advocacy into conversion-driven entertainment.

SEAMLESS PATH TO ACTIONS

 31

SHIFT FROM SHOWING TO PROVING, IMPROVE PAID SOCIAL

5 FRONT AND CENTRE 6 PERFORMANCE EFFORTLESSLY
Shoppers aren’t looking for marketing messages, they’re Maybelline New York (DE) achieved a 74% jump in ad
looking for confirmation. “Will this product work on my skin? link clicks using UGC vs. influencer and brand content,
Is that shade wearable? What does it look like at 8pm?” The and lowered CPCs by 32%¹⁷. They didn’t change their
more those questions are answered through real, relatable value proposition. They changed how it came to life
visuals, the more friction disappears. online.

new
THE NEW ATTENTION-FIRST
CONTENT

RECIPE TO BOOST PAID

MEDIA
SOCIAL MEDIA
OPTIMISATION

BEAUTY SHOW, DON’T VIDEO

SUCCESS
SUCCESS SELL

SHOPPABLE
EVERYWHERE

UGC
 32

Final Thoughts
SOCIAL INSPIRES,
ECOMMERCE MUST
DELIVER
If beauty brands are to stand out in the next phase of digital growth,
they must adopt a new mindset: content, community and commerce
shouldn’t be separate. They are part of the same shopper journey,
inspiring, engaging and influencing shoppers at different touchpoints.

When discovery ends in friction, you lose revenue. But when

discovery flows into a content-rich, relevant, and trusted buying
experience, you don’t just earn a sale, you earn long-term loyalty.

If you’re ready to build that bridge, we’re here to help.

 33

WEBSITE WEBSITE
storystream.ai/ territory-influence.com

LINKEDIN LINKEDIN
linkedin.com/storystream/ linkedin.com/territoryinfluence/

INSTAGRAM INSTAGRAM
instagram.com/storystreamai/ instagram.com/territoryinfluence/

StoryStream powers the new era of social first shopping TERRITORY Influence (part of Bertelsmann Group) is a leading
experiences that win attention and inspire sales. We’re influencer marketing agency in Europe, with a network of over 5
trusted by global brands and retailers, including L’Oreal, million influencers, a vibrant consumer community, and two
Lululemon, and John Lewis. We solve the challenge of decades of experience. Our mission is to prioritize people in
engaging younger, socially influenced shoppers with more every marketing strategy, enabling brands to tap into the power
authentic and personalised content to boost product of influencers—from nano to star—across both online and
discovery while building trust through social proof. offline channels. Global brands like L’Oréal, Nestlé, and Henkel
trust us to convert conversations into tangible results

CONTACT US
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REFERENCES
1.Territory and StoryStream survey, February 2025.
2.StoryStream Consumer Survey, StoryStream, 2025
3.IPSY Shoutout on StoryStream, LinkedIn Post, 2025
https://www.linkedin.com/feed/update/urn:li:activity:7323261668162002944/?
actorCompanyId=2981910
4.2024 Digital Experience Benchmark Report, Contentsquare, 2024
https://contentsquare.com/blog/digital-experience-benchmark-report-2024/
5.TikTok sparks 22% rise in beauty product sales over social media in 2024,
Euromonitor, 2025 https://www.euromonitor.com/press/press-releases/april-
2025/tiktok-sparks-22-rise-in-beauty-product-sales-over-social-media-in-
2024-euromonitor-international
6.Men’s Grooming Products Market Analysis, GrandView Research, 2022
https://www.grandviewresearch.com/industry-analysis/mens-grooming-
products-market
7.Live Commerce Trends & Forecast, eMarketer, 2023
https://www.emarketer.com/content/live-commerce-2023
8.Live Video Shopping Platform, StoryStream, 2023
https://storystream.ai/platform/live-video-shopping/
9.QVC launches first 24/7 live shopping streams on TikTok, AdWeek, 2025
https://www.adweek.com/commerce/qvc-launches-first-247-live-shopping-
streams-on-tiktok/
10.Gen Z Beauty Futures Report, The Digital Fairy, 2023
https://www.thedigitalfairy.co
11.Is beauty losing its Instagram grip?, Vogue Business, 2025
https://www.voguebusiness.com/story/beauty/is-beauty-losing-its-instagram-
grip
12.NYX Cosmetics Grow Instagram Engagement by 33% with Localised UGC,
StoryStream, 2021 https://storystream.ai/resources/customers/nyx-cosmetics-
grow-instagram-engagement-by-33-with-localised-ugc/
13.Boosting Engagement and Advocacy: StoryStream’s Impact on Kiehl’s DE!,
LinkedIn Post, StoryStream, 2023
https://www.linkedin.com/posts/storystream_storystream-kiehlsde-
contentmanagement-activity-7198997193507098624-SJiJ/
14.The value of getting personalization right — or wrong — is multiplying, McKinsey
& Company, 2021 https://www.mckinsey.com/capabilities/growth-marketing-
and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-
multiplying
15.Beauty’s New Frontier: Social Commerce And The Future Of Retail, Forbes, 2025
https://www.forbes.com/councils/forbestechcouncil/2025/05/19/beautys-new-
frontier-social-commerce-and-the-future-of-retail/
16.Gen Z Beauty Trends: What Brands Need to Know, Attest, 2023
https://www.askattest.com/blog/research/gen-z-beauty-trends
17.How Maybelline New York (DE) takes social commerce to “the next level” with
User-generated Content, StoryStream, 2024
https://storystream.ai/resources/customers/case-studies/maybelline-new-york-
social-commerce-user-generated-content/