ELLE and Pink Gellac Reflect on Successful Livestream Shopping Event
On April 10th, the Dutch gel nail polish brand Pink Gellac, in collaboration with fashion and lifestyle platform ELLE, hosted their first livestream shopping evening. During this event, influencers, experts, and participants engaged in discussions about the latest fashion trends and, of course, Pink Gellac products. ELLE and Pink Gellac look back on a highly successful event, demonstrating that such livestreams are a fantastic way to inform users and strengthen the bond between a brand and its fans.
Hosts of the ELLE x Pink Gellac livestream were ELLE's fashion editor Guusje Verhoef and Pink Gellac ambassador Marijn Kuipers. Over the course of an hour, they discussed the latest fashion trends, provided tips on using gel polish, and shared their favorite colours and combinations with participants. During the livestream, participants had the opportunity to purchase Pink Gellac products at a discounted rate, with the first fifty orders receiving a goodie bag curated by ELLE and Pink Gellac. Additionally, six participants won a minute of free shopping at the Pink Gellac Colour Boutique.
Willemijn Bouman, Chief Brand & Product Officer at Pink Gellac, expressed: "Organizing such a social shopping event is something we at Pink Gellac have wanted to do for a while. Social shopping allows for real-time interaction with our fans and those curious about our brand. Such a livestream is very accessible, it teaches us what matters to our customers, and it's a great way to promote and sell certain products. We believe in a multi-channel approach, and this has proven to be a very relevant channel for our brand. I'm also pleased that we could develop this concept with our strategic media agency Mindshare and ELLE as partners. It has proven to be the perfect mix for our first social shopping event."
Livestream shopping increasingly crucial in marketing and communicationmix
Joni Aurik, Content Strategist at Mindshare, remarks: "I believe we can look back on a very successful event. Livestream shopping is becoming increasingly important in the marketing and communication mix because consumers are looking for real content. Not photoshopped or Hollywood setups, but real people, real stories, and, most importantly, real interaction with their favorite brand or influencer. Live shopping offers this, and that's why this concept should be an essential part of every community building strategy. The success of this event for Pink Gellac was largely determined by how the brand, publisher, and the right influencer with a trusted voice were able to strengthen each other."
Joris Volmering, Head of Business Development at Sprii.io – Let’s Go Live, which handled the technical aspect of the livestream, adds: "A successful live shopping strategy requires the right combination of brand, product, entertainment, followers, and technology. With Pink Gellac as a strong brand with a revolutionary product, Marijn Kuipers as an expert and personality, and media experts ELLE and Mindshare, this project is a prime example of live shopping and influencer engagement 2.0."
Nikita Hussainali, Group Brand Director for Cosmopolitan & ELLE ad interim, comments on the collaboration: "At ELLE, we embrace innovation. It was amazing to launch ELLE's very first shoppable livestream together with Sprii and Pink Gellac. The success leaves us hungry for more!"
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About Pink Gellac
Pink Gellac's mission is to bring salon-quality gel nail polish to consumers' homes. Since its founding in 2013, the company has become one of the leading premium nail care brands in Europe, thanks to several strong pillars. The Pink Gellac collection consists of over 250 gel nail polish colors, with a new collection of 5 colors launched every month.
The Dutch company employs a digital-first strategy, making its products available in 8 European countries and the United States. To support its online presence, Pink Gellac now has 10 brand stores, including locations in Amsterdam, Antwerp, Bruges, Eindhoven, Groningen, The Mall of the Netherlands, Rotterdam, Utrecht, and Wijnegem. In these Pink Gellac Colour Boutiques, customers can find inspiration, advice, and experience the entire brand experience.
In 2023, the company's revenue increased by 60 percent, and with 800,000 orders annually, the company has become a serious player. Despite rapid growth, the spirit with which Pink Gellac started remains unchanged: the company stands among the users of gel polish, who determine the end result and remain central to everything they do. The brand thrives on the strength of the Pink Gellac community – a community that grows day by day, becoming more international and now boasting nearly half a million followers.
Pink Gellac has been owned by investor Vendis Capital since 2021.
Images, interviews, and reviews
Are you interested in any of the Pink Gellac products for a production or review? Or are you interested in an interview with Willemijn Bouman, Chief Brand & Product Officer at Pink Gellac? Please contact Maureen Steenks of Back to Back PR
via: maureen@backtobackpr.com and/or +31 6 41670716.
