+500k Videos Watched, $661K in Sales: Ayu Cosmetics’ Shoppable Video Journey

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.

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

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:

1. 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.
2. A quick-shop carousel is integrated across the site, making it easy for customers to discover products through short-form content.
3. Mini-carousels on Product Detail Pages (PDPs) with founder recommendations, usage guides, and UGC, meeting shoppers right at the point of decision.
4. 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.