A Study of TikTok Live Banding Strategies for Beauty and Skincare Products

With the rapid rise of live-streaming e-commerce in China, platforms such as TikTok have become an important channel for the beauty and skincare industry. This paper explores how to apply interactive strategies in live streaming to influence consumer behavior and enhance trust. This can enhance the intention to purchase cosmetics and skincare products. Through literature analysis and typical brand cases such as L'Oreal, La Roche-Posay, Florasis and Perfect Diary, this study examines how three core strategies - real-time anchor interaction, scenario-based marketing and trust-based - can help to increase consumer engagement and purchase rates. The findings show that interactive mechanisms such as live real-time Q&A, product demonstrations and emotional engagement help reduce perceived uncertainty and strengthen trust between consumers and brands. Meanwhile, the social impact of timely audience feedback and comment streaming (Danmark) strengthened the herd effect and encouraged consumers to make impulse purchases. Demonstrations based on real-life scenarios provide consumers with a better understanding of how the product is used and how it works, which further strengthens trust. However, difficult challenges to live streaming remain. These include over-reliance on a single anchor (KOL), misleading herd effects, varying levels of anchor professionalism, and weak after-sales service systems. The paper also provides practical recommendations for optimizing live streaming strategies, enhancing anchor training and strengthening service systems. The study provides valuable insights for brands seeking sustainable growth in a competitive digital marketplace.