The viral #lipstickcolortheory TikTok trend shows creators applying the same lipstick to show how lipstick shades look different depending on a person’s skin tone.

The Goal

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 on 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 and 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. Once the content was collected, Fashion Fair embedded the Hue Shoppable Video module on their eComm product pages.

Smart Filters give shoppers the personalized, video-powered experience they desire

Hue’s Smart Filters help the Fashion Fair consumer filter the video content by skin tone, undertone and lipstick shade until they find someone who looks like them.

This personalized experience led to a:

- 10.3% add-to-cart rate from Hue videos (higher than the industry average)

- 126% lift in conversion rate on Iconic Lipstick and Lip Shaper product pages

Fashion Fair customers watched an average 109 seconds per visitor, on top of the standard time spent on ecommerce.

Filter shades → View on different skin tones → Add to cart

Click here to view Hue Shoppable Video on Fashion Fair's Iconic Lipstick product page.

“We know how important a personalized shopping experience is, so Hue was the perfect solution to reduce friction points and delight the consumer.”

- Desiree Rogers, CEO of Fashion Fair

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