Half a Million Videos Watched, $661K in Sales: Ayu Cosmetics’ Shoppable Video Journey

It was through Distinction Digital that we discovered Videowise, and it has since become a crucial part of our online customer engagement strategy. By bringing our founder-led tutorials, influencer clips, and UGC onto our site, we’ve been able to strengthen trust, boost engagement, and lift conversions, all without compromising speed or performance.

Sarah, Chief of Operations, Ayu Cosmetics

About Ayu Cosmetics

Ayu Cosmetics is built on a simple belief: beauty should enhance, not mask.

With a range of clean, expert-backed skincare and makeup solutions, Ayu helps people embrace their natural beauty with ease and confidence. Founder Suzie O’Neill’s trusted expertise and carefully chosen collaborations bring an authenticity that feels both aspirational and approachable. By blending education, passion, and integrity, Ayu delivers more than products, it provides genuine beauty wisdom that empowers individuals to feel comfortable in their own skin.

The challenge

In a competitive beauty market where trust and education drive purchasing decisions, Ayu Cosmetics wanted to replicate online the strong sense of community and education that had fueled their growth on social media.

They came to Distinction Digital with the vision of bringing their personalised social community and content experience onto their website.
Text-based explanations weren’t enough to demonstrate subtle application techniques, product know-how, or real customer satisfaction.
They needed a seamless way to deploy video-led content across the site, without compromising performance or speed.

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The solution

Working closely with Ayu, Distinction Digital developed a strategy that centred on bringing the social experience into the e-commerce environment. Instead of treating video as just an add-on, the approach made it a cornerstone of the customer journey. Key elements included:

Pop-up videos are used not only for tutorials and influencer intros but also as a high-impact feature during new product launches, and are now a critical part of Ayu’s launch playbook.
A quick-shop carousel is integrated across the site, making it easy for customers to discover products through short-form content.
Mini-carousels on Product Detail Pages (PDPs) with founder recommendations, usage guides, and UGC, meeting shoppers right at the point of decision.
A dedicated Channels page designed to replicate Ayu’s loyal Facebook community page, transforming it into a branded hub for discovery, education, and direct customer connection.

This strategy brought founder Suzie O’Neill’s expertise, influencer collaborations, and real customer voices directly onto the site, allowing Ayu to extend the trusted, community-led feel of their social channels into a seamless ecommerce experience.

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The results

The impact was immediate:

21.67% of site visitors engaged with shoppable videos, watching over half a million videos, averaging 5 per shopper.
Among viewers, 21.67% converted, driving $661K in revenue with an average 12% CVR and peaks up to 20%.

By blending community-driven strategy with immersive video experiences, Ayu Cosmetics successfully turned social trust into site-wide engagement and measurable revenue growth thanks to Distinction Digital and Videowise’s video commerce strategies.