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Amazon

Amazon Beauty Festival

Amazon Beauty’s yearly festival with live streaming on Amazon Live.

Client
Amazon Beauty
Type
Campaign
Role
Lead design engineer
Year
2023–2025
Two hosts wave to the camera at the Amazon Beauty Festival, in front of a blue Prime Day wall with the dates 7/11 to 7/14 and a table of products.

Brief

Amazon Beauty holds a festival around Prime Day and Black Friday, with a page on Amazon and an event in Harajuku that is streamed live to the page. The first large one was in 2023 at @cosme’s store. In 2025 the event was invite-only, and guests were chosen using Amazon shopping data.

With the Amazon Live team

The live player is built by Amazon Live’s global team. Over three years, I worked with them on the features that let people shop from a stream: products that appear while they’re being shown, buying without stopping the stream, and live chat. That made the festival easier to shop, and improved their product too. In 2023 the stream sat in an iframe. By 2025 it played directly in the page, with all three.

My part

  • Built the first festival page in 2023.
  • Since then, I plan the architecture of each year’s page and build the key parts, then hand it to an outside team to finish.
  • Brought Amazon Live into the page, and worked with the Amazon Live team on its usability and new features.

The work

SK-II’s Beauty Class live. A shopper opens the set being shown and adds it to the cart while the stream keeps playing.
The 2025 festival page on a phone and a tablet: a live stream from the venue with a row of product cards under it and a list of other streams beside it.
The 2025 page, with the stream and the products underneath.
The Amazon Beauty Store Black Friday page on a phone and a tablet: a live stream of hosts at a table of products, with product cards below.
Black Friday 2024 on the Amazon Beauty Store.
The 2023 Amazon Beauty and @cosme Prime Day page on a phone and a tablet: a colourful grid of smiling faces and the Prime Day dates, July 11 and 12.
Prime Day 2023, with @cosme.
Two hosts at the SK-II booth, one filming a product on her phone while the other holds a blue box.
Streaming from the SK-II booth.
A hand holding a phone showing a live stream with chat messages over the video.
Watching on Amazon Live.
A crowd of guests moving between brand booths at Laforet Harajuku, with Kérastase and Amazon Beauty Festival signs.
Laforet Harajuku, July 2025.

Results

1.18MPage views in 2025, up 48% on the event before
¥200MSales through the page in 2025, up 54%
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