Challenge: Get UGC in Front of Shoppers - No Matter Where They Shop

Today’s shoppers bounce between DTC sites, retailers, and social media before deciding to purchase a product. Despite the channel— shoppers are discovering products through user-generated videos and reviews from people like them. In fact, 88% consumers seek visual content before buying, with a strong preference for user-generated videos and photos.

With this knowledge, Bluemercury wanted to:

- Boost product discovery with authentic video and UGC

- Help shoppers choose the right product for their unique needs

- Syndicate content seamlessly across retail and DTC channels

- Build confidence at the point of decision with social proof

“Without Shoppable UGC syndication, product discovery through video stops on social media. We wanted to bring the confidence that live shade application and authentic testimonials give customers in those channels onto the PDP, where they make their purchase decisions.”

 — Caroline Sealander, Director of Digital at Bluemercury

The Solution: Source UGC Once, Syndicate Everywhere

Bluemercury teamed up with Hue to syndicate authentic, shoppable video with their makeup and skincare brand’s DTC sites. Once syndicated video reviews were launched through Hue’s Video Retail Syndication tool, Bluemercury saw a 93% increase in conversion.

Click here to view Hue Shoppable Video on Bluemercury's U Beauty - The Duo Set (Limited Edition) product page.

How Video Retail Syndication Works With Bluemercury:

- Hue sources user-generated video reviews, before and after images and text review from Hue’s UGC Community. 

- All content sourced from the Hue Community has full licensing rights, in perpetuity. Content can be used across all channels include retailers, DTC, social media, paid and more.

- Launch Hue’s Shoppable Video module on PDPs

- Optimize placement and UX- Retail Shoppable Video feed integrations extends experience across both Retailer.com and brand’s DTC site

Participating brands include Charlotte Tilbury, Christophe Robin, Laura Mercier, Tata Harper, Jane Iredale, U Beauty, OGEE Beauty, R+Co, SunsolveMD and Surratt. 

The Experience:

- Above-the-fold module placement → Shoppers saw real reviews the second they hit the PDP. This captures shoppers' attention early and helps select products from testimonials of ‘real people like them’.

- Dynamic shade matching for complexion products → For makeup, the Shoppable UGC module linked with the shade selection grid. When shoppers clicked between makeup shades, the Shoppable UGC module instantly updated to show video reviews of people wearing that shade. This helps shoppers

- Cross-channel reach for brands → Videos, photos, and reviews syndicated across Bluemercury, extending impact far beyond their DTC site.

The result? Every shopper touchpoint became a trust-building moment.

Results: Record-High Conversions

Bluemercury brands saw measurable, high-impact results:

⭐ +93% lift in conversion rate across the product pages with Hue’s Shoppable UGC module

⭐ ~6 videos per session watched (avg. 83 seconds each)

⭐ 12% engagement rate across syndicated modules

“Getting authentic content in front of shoppers at the right moment was a game-changer. With Hue’s syndication, we saw remarkable lifts in conversion and engagement.”
— Caroline Sealander, Director of Digital

What It Means

Extending authentic content across retail and DTC channels ensured Bluemercury showed up at every step of the shopper journey. Above-the-fold placement captured attention early, and dynamic shade videos turned browsing into buying.

Contact Us

Find out how Hue increases your conversion rate—click here to chat with our team today.