Fashion Fair increased conversion 126% by bringing #lipstickcolortheory to eComm
+126%
Launch-to-date conversion rate lift
10.3%
Launch-to-date add-to-cart rate
109
Additional seconds on site per visitor
The Goal
The viral #lipstickcolortheory TikTok trend shows creators applying the same lipstick to demonstrate how shades read differently across skin tones. Fashion Fair — a makeup brand with a reputation for launching shades for diverse skin tones — wanted to give customers access to real consumer videos showing their lip shades across a range of skin tones.
The Solution
With the Hue vetted UGC Beauty Community, Fashion Fair sourced 109 videos representing all skin tones within 3 weeks — at a fraction of the cost of a branded photoshoot.
- Hue delivered 3+ video reviews for each lip shade, ensuring a mix of skin tones.
- Fashion Fair embedded Hue's Shoppable Video module on their eComm product pages.
- Smart Filters let shoppers filter videos by skin tone, undertone, and lipstick shade.
Results
Personalization impact
- 10.3% add-to-cart rate from Hue videos — above industry average
- +126% lift in conversion rate on Iconic Lipstick and Lip Shaper PDPs
- 109 additional seconds per visitor spent on ecommerce
“We know how important a personalized shopping experience is, so Hue was the perfect solution to reduce friction points and delight the consumer.”
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