.jpg)
"Videowise made it easy to add product videos, testimonials, and UGC across our site. The setup was quick, the platform is easy to use, and the onboarding process was smooth. We also saw a clear improvement in customer engagement and strong results from our A/B tests."
Lilac St. is a San Francisco-based DTC beauty brand that pioneered the at-home lash extension category. With over 17,000 five-star reviews and a loyal subscriber base, Lilac St. has built its reputation on the promise that salon-quality lash extensions are achievable at home, in ten minutes, lasting up to ten days.
Their product catalog spans lash sets in a dozen styles and lengths, award-winning bonds, and a growing accessories range. The brand sells to an audience that needs to see before they buy. Lash extensions are tactile, application-dependent, and highly visual. For this customer, watching a real person apply a real product is the most persuasive thing a product page can do. That makes shoppable UGC video not just a nice-to-have, but a core conversion lever.
Static product photography was leaving money on the table. A flat-lay image of lash packaging tells a shopper nothing about how a style looks once applied, how the bond holds through a full day, or what the application process actually involves for a first-time user. For a brand with a dozen lash styles across multiple lengths, the gap between product image and purchase confidence was a real friction point.
Three specific gaps needed to close. First, brand consistency: product pages lacked a cohesive visual identity that matched the standard customers expected from the brand. Second, trust at the point of purchase: new customers needed to see authentic, unfiltered results from real users, not polished brand photography, before committing to a starter kit. Third, product education: Lilac St.'s application process is precise and technique-driven. Video is the only format that can genuinely teach it, and teaching it is what converts skeptics into repeat buyers.
These are the exact problems that shoppable UGC video is built to solve, and Lilac St. needed a platform that could deploy it at scale across their Shopify storefront.
Lilac St. implemented Videowise's shoppable video platform across their Shopify store, placing UGC video carousels directly on product detail pages for their highest-traffic products, including the Originals lash style, Eternal Bond lash glue, and the Deluxe Starter Kit, as well as a shoppable video carousel on the homepage.
The strategy had three components:
First, Lilac St. used Videowise to pull their best-performing UGC content from social media and embed it directly on PDPs as shoppable video. Shoppers could watch real customers wearing the product and add to cart without ever leaving the page.
Second, the team used Videowise's built-in A/B testing to rotate different UGC videos across their product pages, continuously identifying which creators, formats, and styles drove the highest engagement and conversion for each product.
Third, they added shoppable testimonial videos from satisfied customers alongside the UGC carousel, on the homepage and other pages, using authentic social proof at the exact moment shoppers are deciding whether to buy.
The result was a website experience that mirrors how Lilac St.'s audience already discovers beauty products on social media: video-first, creator-led, and immediately shoppable.
Results were validated through controlled 50/50 A/B testing across tens of thousands of impressions per variant, through a homepage carousel and PDP carousel widgets.
Shoppable UGC video lifted conversion and revenue per session at every point in the purchase journey, from first discovery to product page. The data confirms what Lilac St. already knew intuitively: their customers convert when they can watch. For a beauty brand selling products that have to be seen to be believed, video commerce isn't a channel experiment. It's the purchase experience itself.
.svg)
