.jpg)
"With coloured lenses, the customer needs to see how easy they are to use and what the result actually looks like. And they need to see it fast. Videowise lets us put real customer videos on the product page, so we answer the common objections before they turn into hesitation."
SWATI Cosmetics is a Swedish premium coloured lenses brand founded by entrepreneur Vishal Nanda and makeup artist Swati Verma. Designed in Sweden and CE-approved, SWATI's lenses are built around a single promise: the most natural-looking coloured lenses available. With more than 100,000 customers worldwide, 16,000+ five-star reviews, and distribution through Sephora, Boots, Vogue, Douglas, and Kicks, the brand has established itself as a go-to destination for shoppers seeking safe, high-quality lenses. Their Jade Green and Aquamarine Blue shades are among the most loved, celebrated for how naturally they blend with a wide range of eye colours.
The catalog spans 12 shades available in daily and monthly formats, as well as longer-wear six-month options, ranging from soft naturals like Olivine Green Brown to deeper, statement shades like Emerald Dark Green. Starter sets, bundles, and a lens shade quiz help first-time buyers find their perfect match. For a brand whose core differentiator is natural appearance, the product experience is inseparable from demonstration. Shoppers do not just want to see a lens. They want to see it on someone who looks like them.
Coloured lenses occupy a uniquely demanding position in the beauty category. The product goes directly onto the eye, which sets the trust bar high before a shopper even starts thinking about shade. Safety, comfort, and quality all have to be established before colour preference becomes relevant. For a brand positioning itself around the most natural look available, that credibility has to come through on the product page, not just in certifications, but in real customer proof that the lenses actually perform as claimed. Without that transparency, even a well-designed product page leaves shoppers with unanswered questions at the exact moment they are closest to buying.
Scaling video content across the catalog was a second, more operational challenge. SWATI had previously relied on third-party video apps to embed content across their site, but as the catalog grew and the need for consistent video coverage increased, that approach became difficult to manage. Distributing the right video content across more than 20 product and collection pages without a centralized system meant inconsistency, maintenance overhead, and missed opportunities on pages that simply did not have video at all.
Underlying both challenges was a commercial one. SWATI runs a performance-driven business where return on ad spend matters, and any change to the product page had to protect and ideally improve conversion rates. Adding video content that looked good but did not move the needle would not justify the investment. The brand needed a solution that delivered measurable conversion impact, not just a better-looking page.
SWATI implemented Videowise across three placements on their Shopify storefront: a shoppable video carousel on the homepage, and two UGC video carousels on product detail pages, one positioned alongside the product and one placed directly beneath the Add to Cart button.
The UGC carousel on PDPs brought real customer content directly onto the product page, showing the lenses worn by people with different eye colours, skin tones, and lighting conditions. Rather than asking shoppers to trust a single brand-produced image, the carousel gave them a range of authentic references, the kind of transparency that builds confidence at the point of decision. Testimonial-style videos from satisfied customers added a further credibility layer, letting real experiences speak where product copy cannot.
SWATI also used Videowise to test diverse UGC videos across their pages, identifying which content drove the strongest engagement and conversion for each product. This turned the video carousel into an optimization tool, not just a content display, surfacing the most impactful videos and continuously improving the experience over time.
The under-ATC placement ensured that social proof appeared at the highest-intent moment in the purchase journey, converting engagement directly into action. And by centralizing video distribution through Videowise, the team solved the scaling problem entirely: consistent, high-quality video coverage across 20+ pages without the manual overhead their previous setup required.
Results were validated through controlled A/B testing comparing a control group against the UGC Videos with Text experience.
Shoppable UGC video delivered a meaningful lift in conversion for a category where purchase confidence is everything. For a brand built on the promise of natural-looking results, putting real customers front and centre on every step of the product page gave shoppers the visual proof they needed to move from consideration to checkout.
.svg)
