When the live-streaming app Periscope launched on March 26, more than one million users signed in within the first 10 days. It fills a gap in the world of social media by allowing users to connect with others in real time through videos and exchange messages during the broadcast. For companies, Periscope allows for instant, nonmoderated engagement with a large audience—something beauty brands are already tapping into. “It gives the consumer ultimate transparency,” says Claudia Allwood, director of digital marketing at Benefit, which has done live Q&As on Periscope. “It’s an innovation that breaks down the barriers between brands and consumers.”
This story first appeared in the June 5, 2015 issue of WWD. Subscribe Today.