Bluemercury boosts conversion by 93% with Hue's Shoppable UGC syndication
+93%
Lift in Conversion Rate
6
Videos watched per session
+12%
Engagement Rate
Challenge: Get UGC in front of shoppers — no matter where they shop
Today's shoppers bounce between DTC sites, retailers, and social before purchasing. 88% of consumers seek visual content before buying, with a strong preference for user-generated videos and photos. 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.”
The Solution: Source UGC once, syndicate everywhere
Bluemercury teamed up with Hue to syndicate authentic shoppable video across their makeup and skincare brands' DTC sites and the Bluemercury retail experience. Once syndicated video reviews were launched through Hue's Video Retail Syndication tool, Bluemercury saw a 93% increase in conversion.
How Video Retail Syndication works with Bluemercury
- Hue sources user-generated video reviews, before-and-after images, and text reviews from the Hue Community.
- All Community content carries full licensing rights in perpetuity, usable across retailers, DTC, social, paid and more.
- Hue's Shoppable Video module launches on PDPs with tuned placement and UX.
- Retail Shoppable Video feed integrations extend the experience across both Retailer.com and the brand's DTC site.
The Experience
- Above-the-fold module placement — shoppers saw real reviews the second they hit the PDP.
- Dynamic shade matching for complexion products — clicking between shades instantly updated the module to show reviews of that shade in use.
- Cross-channel reach — videos, photos, and reviews syndicated across Bluemercury, extending impact far beyond DTC.
Results: Record-high conversions
Business impact
- +93% lift in conversion rate across PDPs with Hue's Shoppable UGC module.
- ~6 videos watched per session (avg. 83 seconds each).
- 12% engagement rate across syndicated modules.
Participating brands
- Charlotte Tilbury, Christophe Robin, Laura Mercier, Tata Harper, Jane Iredale, U Beauty, OGEE Beauty, R+Co, SunsolveMD, Surratt.
What it means
Extending authentic content across retail and DTC 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.
