.jpg)
ILIA Beauty creates makeup that makes your skin better. With transparency as the guide and color as the vehicle, ILIA challenges the conventions of clean beauty to create something radically new, through safe and potent formulas with carefully selected ingredients meant to perform harmoniously and to protect your skin. Known for innovative, cult-favorite products like Super Serum Skin Tint SPF 40 and Limitless Lash Mascara, ILIA’s formulas seamlessly blend efficacy and innovation. Clean and cruelty-free, each swipe of skincare-powered makeup is designed to change your skin for the better with fuss-free formulas for real life. Founder Sasha Plavsic started the brand in Vancouver, Canada, and grew it while living in California, where it is now headquartered in Laguna Beach.
With a wide, nuanced shade range on its flagship Skin Tint and a broader complexion and skincare catalog, ILIA needed a way to show products in motion rather than relying on static photography alone. The brand also had a growing library of creator and community UGC that needed a scalable, organized way to work across the site instead of living and dying on social. Before expanding video further, ILIA wanted to validate, with a controlled test, that a shoppable video widget at the point of purchase could actually move conversion and revenue per session, not just engagement.
ILIA implemented Videowise across several touchpoints in its shopping journey:
The PDP video widget under Add to Cart was the specific placement validated through A/B testing.
ILIA ran a 50/50 A/B test comparing sessions with the Videowise PDP video widget against sessions without it.
The test was validated to completion:
The test also showed a +5.31% lift in total on-site revenue over the period. For a shade-driven, education-heavy brand like ILIA, a video widget placed at the exact add-to-cart decision point translated directly into shoppers buying more per session, not just watching more.
.svg)
