LushTV - Would You Watch?
Lush Cosmetics is known for their all natural and fair trade body care products. The unveiling of new products usually happens quarterly and exclusively for Lush employees. This time Lush tried something new by holding a two-day festival and streamed the event on their app and online player with video content. The video streaming allowed Lush to reach out to consumers all around the world as a "live beta test". Imagine if Lush streamed content 24/7 with behind-the-scenes content! How awesome would that be?!
Here's an example of the kitchen set-up from their Lush Cosmetics stream.
Early 2017 is the plan for launching the 24/7 stream of Lush content. Would you watch? We see many cosmetic companies sharing content on platforms such as YouTube and other social media, however, Lush will be the first cosmetic company to have a 24/7 stream featuring the ways they make their products in a kitchen set-up. The power of technology! We've come such a long way in terms of how we absorb information. The 24/7 stream can be viewed on smart phones, iPads, iPods, laptops, and more. Some claim that television is dead and it might be, BUT, Lush has found a way to bring television to the internet similar to how Netflix has won over the masses.
Lush has become a part of various viral challenges using their bath bombs. Videos like the one below by Guava Juice on YouTube have become viral for many different reasons including emotional responses. The stronger the emotional response, the more likely viewers will share with friends and family online. When watching this challenge I felt like it was such a waste of bath bombs but soon realized how fun this must have been to film. Check it out!
Guava Juice has done some pretty strange challenges but this one is insane!
Use the hashtag #LushLive if you're interested in sharing your opinion on social media about their 24/7 stream!
Do you believe LushTV will be a hit? Would you try the viral bath bomb challenge? Let me know!
--
Click here to read the whole LushTV article published on digiday.com
Click here to shop Lush Cosmetics
I believe that the 24/7 stream could provide a couple of successes for Lush. A product oriented company having live content so readily available will be novel, which will at first grant the stream popularity through audience curiosity. This stream will also project a sense of authentication regarding the process of ethically manufacturing products, which will construct the brand identity further. As for the success of the actual programming, this depends largely on what the executives have in mind, and how diverse this content will be. If they promote the programs with high profile content through their blogging and social media - so content that could keep their audience’s attention is easily identified without consistently tuning in - I believe that they could maintain a satisfying viewership. This is especially likely if they plan to do makeup tutorials with renown makeup artists.
ReplyDeleteI think that it makes sense for companies to be playing with the idea of live media and spontaneity as platforms like Snapchat gain popularity. Here are a couple of companies that have been praised for their Snapchat accounts: http://bit.ly/2cxDrQQ