Since its introduction last May, Google+ Hangout has existed in the shadows as “the other” instant messaging and video chat service, the one you used if, for some reason, you didn’t want to use Skype.
Now, it appears to be trying a different tack with The Best of Spring Style, a two-week live show from video shopping platform Joyus highlighting hosts and editors’ finds in fashion, beauty and healthy living. It streams live every weekday through to March 7.
Participating brands share the profits on products sold via the shopping options integrated into the videos, which range from Ella necklaces to Dailey Method exercise balls. They items are displayed beside the video and viewers can add them to their cart for purchasing through their Joyus account.
Presented in partnership with People and AOL StyleList, the 15-minute shows feature well-known fashion, beauty, and lifestyle personalities — including Harley Pasternak (celebrity trainer), Courtney Kerr (Courtney Loves Dallas), Ingrid Nilsen (YouTube personality Miss Glamorazzi) – offering select product picks, expert advice and, of course, lots of buying opportunities. The show is hosted by Joyus beauty expert Mikaela South and fashion writer Tienlyn Jacobson (pictured).
Joyus had been in discussions with Google for several months, exploring possible partnerships. While e-commerce is part of Google’s business model with platforms like Google Shopper and Google Wallet, the idea of having a 10-day series integrated with Joyus was unique for them, says Sukhinder Singh Cassidy, CEO and founder of Joyus .
“For Joyus, it’s a way to integrate a new technology in a way that’s more social,” she adds. “Google+ Hangouts offers us the ability to let you watch, interact and shop all at the same time, from the same screen, with the commerce and content and social functionality all integrated together.”
The series also extends Joyus’ existing partnerships with People Magazine and AOL. “[They] agreed to promote it,” said Singh Cassidy of the media companies. “Additionally, they are contributing their own experts and editors to the segments when it makes sense.”