This week Lancôme launched thousands of videos on its site to give shoppers more detailed and immersive content about its makeup products.

“You have to resort to anything and everything to get the user comfortable with making and closing the deal online,” says Malik Abu-Ghazaleh, vice president, digital marketing and e-commerce at cosmetics brand and retailer Lancôme, which is part of L’Oréal Paris.

Videos are especially important in the mobile and beauty industry, as they cater to shoppers who are on the go and looking to see how products work, Abu-Ghazaleh says. For example, the retailer generated traffic to its site via a video that would populate from the Google search term, “What is the right makeup for green eyes?” Lancôme features its videos under the How To section of its home page, where makeup artists give tutorials and tips.

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