Goat milk skincare brand Beekman 1802 took off in 2014 when it debuted on QVC and HSN. While it continues to have a loyal following on those platforms, the brand is now branching out into livestreaming with the help of a former HSN executive.
In late November the brand opened a holiday pop-up shop at Live Rocket Studios in New York City’s Seaport neighborhood. Live Rocket is a livestream commerce platform and media company launched and led by former HSN CEO Mark Bozek.
“Mark was instrumental in first launching Beekman 1802 six years ago on television and establishing our loyal following, which has contributed to our current reign on QVC and HSN,” said Brad Farrell, Chief Marketing Officer at Beekman 1802 in a statement. “We are excited to be working with Mark and his Live Rocket team to combine an immersive retail and digital experience in a way that’s never been done before.”
The Beekman 1802 Kindness Shop holiday pop-up store opened on Nov. 29, 2022 and will run through Dec. 4. On Dec. 1, the brands hosted a live shopping event from the location that was streamed on the Beekman 1802 website and powered by video commerce platform Firework. The event featured a number of deals and holiday gifts exclusive to Live Rocket. More than 8,000 viewers tuned in for the two-hour show, and sales in those two hours accounted for 51% of total ecommerce sales for the day.
Beekman 1802 isn’t new to the world of livestreaming — the brand also hosts its own recurring stream from its offices, the Blooming Skin Show. This standalone one-hour program is successful in its own right, with average sales of $1,500 every minute, but the livestream with Live Rocket and Firework took that to a new level, driving 27% more orders than Beekman’s regular livestreams.
“While many brands are attempting to drive incremental revenue via livestream, Beekman 1802 has been at the forefront of livestream shopping and has been extremely successful in driving both real-time sales and viewership,” said Live Rocket’s Bozek in a statement.
