THE WHAT? Coresight Research has confirmed that it will run its livestream shopping festival once again this year in a bid to convert US shoppers to the new retail medium, according to a report published by WWD.

THE DETAILS Macy’s, Organic Apoteke, Auda B, Skin Authority, Shielded Beauty, 100% Pure, Yensa Beauty, T3 and DefineMe Fragrances are among the beauty brands who have signed up to participate in the event, dubbed 10.10 Shopping Festival for the date on which it takes place, and its 10am to 10pm trading hours, alongside e-tail platform Beauty Barrage and department store chain Macy’s.

THE WHY? Deborah Weinswig, Founder and CEO of Coresight Research, explains, per WWD, “Livestream shopping has grown from a zero to a US$300 billion industry in China in a very short period of time. We are very confident that the US market will reach what we are seeing in China, [even though] US retail and consumer adoption has been slow.”