How the Supergreat beauty app aims to stand out in the live shopping space
When I open the Supergreat app, I am asked to choose my age, skin tone, skin type, hair color and texture. The next screen asks about my “beauty interests”. Do I want straighter hair? Smaller pores? Stronger sun protection? Once I have made my selections, an organized feed suggests videos from creators using products that might be right for me. If I’m intrigued by someone’s bold lipstick, I can purchase the exact shade with just one click. There’s a live lineup – a 60s makeup tutorial at noon, a Sephora transport at 7pm – and a carousel of popular brands to follow.
The beauty of it all is how Supergreat thinks it can reduce the noise of live shopping.
The startup is betting on a beauty-centric vision – and playful incentives – to set it apart from other companies (aka Instagram and TikTok) vying for eyeballs and dollars.
- The U.S. direct shopping market is expected to reach $ 25 billion by 2023, according to Coresight Research.
“The community and experience component of the live broadcast is a huge draw,” Enid Hwang, Supergreat Community and Marketing Manager, told Retail Brew. “Feeling like you have a connection with a brand … getting noticed and feeling like you can contribute to the process of a brand or a designer at that time.” “
Tyler Faux and Dan Blackman, who previously worked in product and design at Tumblr and Tictail, launched Supergreat in 2018 as an abbreviated video app for designer-focused beauty reviews. The company didn’t expand into the livestream until last year, but it already sees itself as the QVC for Gen Z.
- Over the summer, Supergreat raised $ 10 million in a Series A.
According to Supergreat, its 200,000 registered users have created at least 250,000 videos featuring 40,000 products. Not only that, 25% of each week is covered by someone broadcasting on the platform.
Companies like Sephora and CoverGirl also use Supergreat to partner with creators, host sales events, and upload product inventory. And not to insignificant returns.
The brand-hosted sales events accumulate around 600-700 concurrent viewers, depending on the beauty app, and the highest traffic flow was over 1,000 👀s. Supergreat said its highest-grossing sales event generated $ 60 per minute on air. In addition, the platform sees an average of over 2,500 comments per 30 minutes of live broadcast.
- Supergreat gets a percentage of sales made on the app (although it doesn’t share the details of those numbers).
- Live hosts earn a 10% commission on sales made during their shows, and the company is working on other ways for creators to get a cut, such as product reviews.
Hwang argued that this type of engagement is “difficult to replicate on other platforms because people join for different reasons.” On Supergreat, everything is beautiful, all the time.
Focus: This gives an app like Supergreat, with its singular purpose, a unique opportunity in the live shopping space, Coresight Founder and CEO Deborah Weinswig recently told us. Unlike a multi-category live-shopping marketplace, or even TikTok, Supergreat users aren’t passive. They connect for one purpose: to consume beauty content.
“The beauty conversation is really still alive. People are only on our app for beauty and skin care,” Hwang added. “We can really go a long way with beauty and skincare brands. skin. “
But perhaps Supergreat’s biggest benefit lies in the shared goals between brands using its app, users, creators, and the platform itself. Businesses want to increase brand awareness and sell their products. Buyers want to learn more about beauty, and designers want to teach them (and earn a commission, of course). Supergreat facilitates and benefits from these relationships.
But Supergreat doesn’t just rely on product discovery to keep those strong ties. Its application has also become a matter of victory.
Members can earn Supercoins, the in-app currency, by inviting people to the platform (five coins), participating in group challenges (20 coins) and much more. Coins can then be redeemed for products during the app’s nightly “rewards”. For example, a limited drop of ColourPop Powerpuff Girls palettes went to 200 Supercoins per pop.
“It’s an experience that people forget has always been inherent in shopping – the element of luck, as opposed to that endless storehouse of things you seek and buy,” Hwang explained. “It might be quick and easy, but it’s not fun or inspiring.”
Hwang said this “gamified slash social feedback loop” works in tandem with the live-buying model. It also prevents the content from looking like a 24/7 ad stream. Users can witness people’s purchases in real time during a creator’s live broadcast. And if a sales flow has a set number of exclusive products available, the scarcity mindset kicks in. “You would see these notifications scrolling down, and you are a little itchy. There is a bit of FOMO, ”she explained.
Starting competition: Weinswig echoed the importance of playful incentives. Not only because it “keeps you in the app,” but the potential of live shopping lies in consumers’ thirst for “real entertainment” and engaging conversations, she said.
“Why is live streaming so entertaining? Because you just don’t know what’s going to happen.