Livestream is a “golden” land for the cosmetics industry, but not everyone knows how to turn a skincare consultation into an effective sales script. A polished livestream script – even if simple – can increase the closing rate by up to 35%, according to statistics from DPS.MEDIA campaigns for beauty industry SMEs customers. So, if you're looking for ways to increase sales without investing too much in advertising, start from the content you're speaking every day.
The most important thing in a skincare livestream script is to clearly define the goal and viewer portrait right from the start. Not everyone watching livestream is a potential customer – but when the content speaks to what they care about, you'll retain them long enough to create conversions. From experience implementing over 120 livestream campaigns for cosmetics businesses, we have found: A coordinator may not know makeup, but if that person sticks closely to the script with correct insights – orders still close steadily.
To achieve that, the script cannot just be a plain product introduction. It must be a combination of storytelling, practical knowledge, and timely sales triggers. For example, instead of saying “This moisturizer helps whiten skin”, tell about customer A's case who struggled with dark skin after giving birth and improved only after 3 weeks of use. A short story but tied to real people – real matters – is the key to nurturing trust and urging purchase action.
Remember: the content you say in the first 10 seconds decides 70% the chance viewers continue or leave. That's why we always recommend starting with a question hitting the need: “Are you experiencing dry, rough skin, breakouts after moisturizing the wrong way?” This structure creates instant psychological connection and prepares the foundation to introduce the product at the right time.
Finally, livestream doesn't end at the “end stream” button. An effective script is when it opens a chain of post-livestream interactions: inbox, follow, sign up for offers,… That's when you truly close trust, not just close orders. And when done well from start to end, you don't need to livestream every day yet maintain sustainable sales rhythm.
Build a livestream script for skincare suitable for Vietnamese consumer behavior
Understand purchasing behavior correctly to close orders effectively
according to the report from Nielsen Vietnam, more than 70% Vietnamese consumers prioritize real experiences before making purchase decisions for cosmetics, especially in skincare. Therefore, an effective livestream script should not only focus on product info – but integrate emotional elements, interaction, and direct feedback. DPS.MEDIA recommend a 3T model in livestream: Understand psychology – Build trust – Drive action.
A typical example is the case of domestic brand L.The – after applying the “Beautiful Skin Plan” livestream series, they recorded a conversion rate increase of 35% compared to traditional media. Each live session starts with a real customer story, followed by product demo with influencer, and ends with mini-game with time-limited discount code, sparking “FOMO” shopping psychology – common in domestic Millennial and Gen Z consumers.
Segment the livestream script according to the consumer psychology model
Based on the AIDA model (Attention – Interest – Desire – Action), DPS.MEDIA suggests building the script as follows:
| Segment | Content to implement | Suggested duration |
|---|---|---|
| Attention | Grab attention with a “hook” – TikTok trend question, hot dermatology phenomenon | 1-2 minutes |
| Interest | Introduce product in language scratching the exact “pain” (dry skin, acne-prone skin…) | 3-5 minutes |
| Desire | Real demo + before/after video + real customer shares | 5-7 minutes |
| Action | Call to close order: Flash sale, 0đ gifts with stock almost out stats | 2 minutes |
Especially, livestream needs SEO optimization right from the description and product caption with high-query keywords like: “effective acne treatment routine”, “skincare for puberty age”, “serum recovering skin after acne”. At the same time, use integrated chatbot for live comments to auto-close orders, doubling efficiency without extra manpower.
Create personalized experiences for each viewer group
Consumers in Vietnam have the habit of thoroughly checking reviews before buying cosmetics. Therefore, in livestream, segments are customized for each viewer group like:
- Sensitive skin group: In-depth consultation from dermatology expert, concise clinical study quotes.
- Student group – university students: Affordable routine suggestions under 300K but still covering basic steps.
- Group over 25 years old: Focus on anti-aging and safe brightening with natural ingredients.
This classification not only enhances personalization but also increases average watch time by up to 3 times – based on data from recent livestream campaigns by DPS.MEDIA.
Optimize the duration and content of the livestream to retain viewers effectively
Optimal duration should fall within the customers“ ”attention peak”
According to Livestream Universe research (2023), viewers typically start losing focus after 20 minutes if the content isn't engaging enough. Therefore, DPS.MEDIA advises SME businesses to limit skincare livestream duration to between 15 – 30 minutes, especially during peak interaction hours (from 20h – 22h).
An effective way to retain viewers is to divide the livestream into small segments with clear transitions:
- Minute 0–5: Introduce yourself and the program (can use light CTA like sharing the livestream for gifts).
- Minute 5–15: Demo skincare routine with real products, combined with sharing small tips.
- Minute 15–25: Answer Q&A in real-time, invite customers to interact with reactions.
- Minute 25–30: Close orders through mini games, limited offers or old customer reviews.
Content needs to “interweave” between knowledge and purchase stimulation
The HEA formula (Hook – Educate – Action) successfully applied by DPS.MEDIA for cosmetics clients. In a recent campaign for a local brand in Ho Chi Minh City, by arranging content in an engaging order “open with an interesting fact about skin – provide skincare knowledge – close with a convincing solution”, the livestream achieved viewer retention rate over 65% and increased revenue 27% in 4 days.
| Period | Goal | Technique |
|---|---|---|
| Hook (0–3 minutes) | Create curiosity | Use question “Have you washed your face correctly?” |
| Educate (4–20 minutes) | Provide value | Demo skincare techniques, explain wrong habits |
| Action (end of session) | Close orders | Flash sale, discount code for live viewers |
Content flow should have clear “inhale – exhale” points
not every moment in the livestream needs to incorporate selling. DPS.MEDIA advises interspersing “relaxation moments” in the content so viewers can… pause their minds – this is similar to the “pause point” principle in storytelling (from Harvard Business Review,2021).
For example, right after a skincare demo step, you can quickly switch to answering comments or sharing a fun customer experience story – not overly commercial but still naturally holds attention. This pacing creates an engaging rhythm like a song, helping the audience “listen endlessly”.
Combine educational and entertainment elements to increase natural interaction
livestream is not just selling but also a stage for sharing knowledge
From experience implementing hundreds of livestream campaigns for the beauty industry, DPS.MEDIA has found that live sessions achieve higher order conversion rate 37% when combining both educational content and entertainment – also known as the model edutainment. Not merely describing the product, successful livestreamers all know how to tell stories about skin, share foundational scientific knowledge, explain ingredient mechanisms. At the same time, they create a friendly atmosphere through humorous situations, witty comments, or simulated skin challenges.
A typical example is the livestream session of the domestic skincare brand H.Nature. Instead of just presenting the serum ingredient list, they lead with a quiz mini-game “What type of skin do you have?”, thereby consulting right during the broadcast. The result of that live session attracted more than 1,200 comments naturally in just 40 minutes, growth 5 times compared to the previous average.
Leverage the standard script structure “education – emotion – experience”
To maintain interaction throughout the livestream, DPS.MEDIA recommends SMEs use the three-layer content model as follows:
| Period | Core element | Content suggestions |
|---|---|---|
| 1. Opening (0-5 minutes) | Education | Share common skincare mistakes or explain characteristics of each skin type |
| 2. Main content (5-25 minutes) | Emotion | Customer testimonials, real stories, livestream reaction to results after using the product |
| 3. Closing (25-30 minutes) | experience | Mini games, skincare quizzes, vote for suitable product combos for each person |
This interleaving not only retains viewers but also creates positive psychological impact, making them ready to buy because they see the real value right before their eyes. According to Harvard Business Review 2022 research, consumers tend to buy from brands providing information “that makes them feel smarter”.
Secrets to selecting easy-to-close skincare products in livestream
select products according to skin needs – the key factor to increase closing rate
According to Kantar’s 2022 research on cosmetics consumer behavior in Vietnam, online buyers increasingly prioritize products “suitable for their skin type over famous brands”. Therefore, DPS.MEDIA recommends SMEs when building livestream scripts should focus on products by specific skin issue groups such as:
- Oily acne-prone skin: Prioritize products with Salicylic acid, Niacinamide, Tea Tree
- Dry skin: Focus on Hyaluronic Acid, Ceramide, Glycerin
- Sensitive skin: Choose minimal products, fragrance-free, containing Panthenol or Madecassoside
A standout case study from the domestic brand L.D. Beauty shows that when switching from mass display livestreams to a script focused on the product “clearly treating post-acne dark spots for skin”, orders increased 180% in just 3 weeks. This shows that selecting products not based on popularity, but on customers’ pain points – is the effective order-closing formula.
Integrate product table according to script to help the host consult more easily
| Skin Type | Common Issues | Recommended Products |
|---|---|---|
| Oily Skin | Oily shine, large pores | BHA Facial Cleanser Gel + Niacinamide Serum 10% |
| Dry Skin | Flaking, tight dryness | Hydrating Toner + Ceramide Moisturizer Cream |
| Sensitive Skin | Easily red, irritated | Foamless Cleanser + Centella Asiatica Serum |
Based on this table, the live streaming team can direct content more coherently, increasing trust from viewers.According to analysis from the Strategy & Messaging in Live Commerce report (McKinsey, 2023), the more clearly livestreams define problems – specific solutions, the higher the conversion rate.
Select products according to new consumer behavior – sustainable growth strategy
In Vietnam currently, consumer trends are shifting to “journey cosmetics” – meaning customers no longer choose individual products, but want a logical matching skincare routine. DPS.MEDIA suggests SMEs prepare small combo products including:
- Cleanse – Hydrate – Lock Moisture Set for skincare beginners
- “After Acne Recovery” Combo” including recovery serum + regeneration cream
- Morning Brightening Skincare Set with AHA toner + gentle moisturizer + sunscreen
Livestreaming around “curated solution packages by need” will increase the chance of selling multiple products in one consultation, instead of just one single product. This is also a tactic successfully used by many beauty KOLs, with order downsize rate halved compared to before.
How to weave brand stories to build trust in every minute of broadcast
Build brand identity from real stories
One of the most effective ways to increase trust in sales livestreams is to tell a real, relatable, and emotionally rich brand story.According to research from The Journal of Marketing Research, consumers remember stories 22 times more than pure information. In skincare livestreams, instead of just describing product ingredients, share the personal journey of the founder or real customers who experienced and transformed their skin.
Real example: A customer who once had severe dermatitis from work stress but regained confidence by using the full care set of the brand. When shared with before-after images, this story creates clear connection and keeps viewers at 78% just in the first 30 minutes of livestream (data from DPS.MEDIA's real project with ACE Skin brand, Q1/2024).
Emotional highlight points help evoke longing – easy closing
Harvard Business Review research shows that customers make purchase decisions based on emotions to 95%. In livestreams, weaving in “small but real” details like:
- Customer comfortably looks in the mirror without makeup for the first time
- New mom confidently posts on TikTok after using acne treatment toner
- office worker reduces stress because no longer worries about oily skin during meetings
…will create natural appeal. Stories should usually be told at minutes 12–18 of the livestream – when viewers have stabilized emotionally before moving to the purchase decision.
Shape brand authority through characters and language
Here is the sample structure that DPS.MEDIA recommends applying for SME businesses using storytelling in livestreams:
| Time | Content | Storytelling tactics |
|---|---|---|
| 0-3 minutes | Brief brand introduction | Use first-person narrative, positioning past – present |
| 4-10 minutes | Share user stories | Lead with characters, insert real comments |
| 11-18 minutes | Present product | Re-lead user journey – results achieved |
| 19+ minutes | Offers & strong CTA | Recall emotions from previous stories |
through experience implementing over 200 livestream campaigns at DPS.MEDIA, when the brand dares to “open up” and tell real stories — not just the glamorous ones — the viewer's trust will be built on a solid foundation. That is the key to closing orders easily in an increasingly crowded livestream market but lacking quality content.
Techniques for using subtle call-to-action words without annoying viewers
Create CTA as a natural part of shared content
instead of just “reminding customers to buy”, let the call to action (CTA) blend smoothly into the content flow. According to Harvard Business Review research, consumers react 37% more positively to suggestive CTAs rather than direct action pushes.
A typical example from DPS.MEDIA's customer – C.Skin cosmetics brand. In a livestream sharing the nighttime skincare routine, the host didn't say “Buy facial cleanser X now,” but instead:
- “If you see your skin change positively like mine after 2 weeks of use, you can try this line.”
- “This serum I'm using is the bestseller from last month – I'll pin the link below if you're interested.”
Softening the call like above creates a genuine feeling, like a friend's recommendation, no pressure but still effective.
Use high-softness CTA board to optimize instant decisions
A technique DPS.MEDIA recommends is using CTA tables with clear, visual information on benefits – effective time – discount price. This stimulates the viewer's brain to process information quickly and make decisions.
| Product | Effects after | Livestream offer |
|---|---|---|
| C.skin facial cleanser gel | 3 days: reduce oil, clear blackheads | 99K (original price 155K) |
| HA+ Serum | 5 days: firm skin, even bright tone | Buy 1 Get 1 Free – Only during livestream |
Automatically, users recognize the opportunity and value without needing to be “pushed”. Such “soft CTA boards” also help maintain a smooth viewing experience, especially effective in segments showing before-after results or nighttime skincare routines.
Apply behavioral psychology principles in message design
According to Daniel Kahneman – Nobel Prize-winning psychologist, people are often controlled by System 1 (automatic, fast), so the shorter and more digestible the call-to-action, the more effective it is.
Based on that, DPS.MEDIA advised a local skincare brand to apply the following 3 types of CTAs in livestreams:
- Guiding emotions: “Anyone feeling their skin has been dull lately like me? Use this for 3 days and it brightens up noticeably.”
- FOMO-based CTA: “Only the first 10 people to comment ‘bright skin’ get this combo!”
- Incorporating customer stories: “Sister Mai, my customer, 43 years old, used to be afraid of sensitive skin and didn’t dare use AHA. After trying this serum 4 times, she’s hooked, and she even came back to thank me.”
Thus, CTA is no longer a request for action, but a bridge that creates inspiration, trust, and drives purchase decisions through understanding.
Measure effectiveness and improve script after each skincare livestream
Set up a system of performance evaluation metrics after livestream
To improve the script through each skincare livestream session, businesses first need a specific measurement system. This not only helps determine the performance of the live stream, but also creates a data foundation to optimize the script.
- Viewer retention rate: How many viewers stay until the end?
- Engagement rate: Comments, likes, direct Q&A compared to the number of viewers.
- Conversion rate: Conversion rate from consultations to actual orders.
- CTR of supporting links: Links to website, cart, landing page…
according to Nielsen report (2023), livestreams using the “Customer Question Rate” metric above 15% often have 2.3 times higher revenue than usual. DPS.MEDIA applied this model for skincare industry customers in Ho Chi Minh City, combining realtime chatbot & question volume analysis over time — thereby identifying ”golden interaction points” to adjust the script.
Analyze bottlenecks and adjust based on real data
A typical case study is the domestic cosmetics brand LavyLush accompanied by DPS.MEDIA. After the first 4 livestreams, although the viewership was quite high (~1,200/session) but the conversion rate was below 3%. We implemented a performance analysis dashboard by script section:
| script section | Retention rate | Interaction rate | Conversion (1%) |
|---|---|---|---|
| Product introduction | 89% | 4% | 0.8% |
| Usage demo | 76% | 15% | 2.9% |
| Conversion offer | 63% | 21% | 5.2% |
Results prove that placing offers & call-to-action in the middle — instead of the end of the session — increased conversions to 7% in subsequent livestreams. This aligns with Harvard Business Review research (2022) on early offer allocation to exploit impulse buying behavior in video commerce spaces.
Optimize script with technology & user feedback
Based on behavioral psychology, users tend to respond better to conversational segments that are relatable, using “mirror language” — language that reflects back the exact keywords mentioned by viewers. DPS.MEDIA suggests integrating AI NLP to analyze keywords asked by viewers in each session, helping the scriptwriting team update dialogue content closer to consumers.
In addition, sending super-short 3-question surveys after the livestream (via inbox/Zalo) helps collect extremely valuable qualitative feedback to refine for the next time. From there, each livestream is not just a sales opportunity, but a live A/B testing step — transforming the script into a true “sales machine”.
Our journey ahead
A skincare livestream script doesn’t need to be elaborate, but must be on-point and suitable for customer needs – that’s the key to attracting viewers and increasing conversion rates. If you’ve grasped the structure, content leading methods, and know how to combine interactive elements, then “turning viewers into loyal customers” is no longer too far-fetched.
At DPS.MEDIA,we understand that every business has its own story and livestream viewers are the door connecting the brand to customers’ hearts. The strategies we suggest always revolve around practicality, ease of application, and optimization for SMEs – where every order is meaningfully important. Try applying the simple formulas presented right away, and you’ll see a clear difference in livestream sales effectiveness.
Additionally, you can expand the script to many related topics such as: livestream reviewing new products, quick makeup guide for busy people, or how to use the comprehensive skincare product set according to each skin type. Each content is an opportunity to connect more deeply with your target customers.
If you want to dive deeper into content planning, combining advertising usage, or developing a loyal customer community through livestream, don't hesitate to connect with the DPS.MEDIA team. We are always ready to accompany you on the journey to conquer the digital market.
Have you tried livestream selling yet? Please share your experiences, ideas or questions you're facing by leaving a comment below. DPS.MEDIA looks forward to listening and exchanging with you!
