How Vtuber-Driven Live Commerce Reached an Untapped Skincare Buyer Segment
Overview
In March 2026, VOGI partnered with Cosmoderm to run a 16-day TikTok Shop campaign built around Vtuber talent. The activation brought together all four VOGI talents — Liliana Vampaia, Lunaris Urufi, Hanna Raevan, and Yamineko Eisya — to promote Cosmoderm’s Niacinamide Series and Glow-C Series, with the Glow-C UV Shield Sunscreen as the campaign’s hero product.
The campaign generated 66,677 views, 129,600 product impressions, and a 2.55% click-through rate. But the most telling result came from the post-campaign survey: 64% of buyers were male — on a skincare campaign. That single data point reshaped how we think about where Vtuber live commerce fits in a brand’s marketing mix.
The Campaign Setup
Cosmoderm is a well-established Malaysian skincare brand with existing retail and e-commerce presence. The goal of this campaign was straightforward: drive product awareness and TikTok Shop sales among Malaysia’s youth audiences, while testing whether the Vtuber format could serve as a viable acquisition channel for the brand.
VOGI designed the campaign as a two-layer funnel. The first layer was short-form content — reels and TikTok clips from all four talents, each directing viewers toward the TikTok Shop interface. This handled reach: seeding familiarity with the products and accumulating traffic across the campaign window. The second layer was live commerce. Liliana Vampaia hosted two live sessions on TikTok Shop, each running approximately two and a half hours. These sessions handled conversion — real-time product demonstration, audience Q&A, and direct purchase within a single viewing experience.
Short-form built the crowd. Live converted it.
What the Numbers Showed
Across the full 16-day campaign, the content generated 66,677 views and reached 19,195 unique viewers. Peak concurrent viewership during the live sessions hit 419 — a meaningful indicator of audience pull for a first-run activation. The campaign also drove 129,600 product impressions at a 2.55% CTR, which benchmarks above the ~2% industry average for beauty on TikTok Malaysia. The live streams alone brought 252 new followers.
On the commerce side, total GMV came in at approximately RM 1,700. For a new brand account running its first Vtuber live activation, this sits at the lower end of the RM 500–2,000 per-stream range typical of new TikTok Shop accounts in the beauty category. The live conversion rate of approximately 0.28% came in slightly below the 0.3–0.6% benchmark for TikTok live commerce. We look at that gap honestly in the analysis section below.
Who Was Buying
A post-stream interview and survey conducted following Liliana’s live sessions produced the finding that defines this campaign: 64% of buyers were male.
Skincare is a category that the vast majority of brands market almost exclusively to women. A 64% male buyer split on a beauty live commerce campaign points directly to an underserved segment — one that conventional beauty marketing rarely reaches, let alone converts. The ACG and gaming community that makes up VOGI’s audience is large, engaged, and financially active. What this campaign demonstrated is that they will buy lifestyle products when the format meets them where they are.
Beyond the demographics, audience sentiment was overwhelmingly positive. Viewers described the live sessions as fun and educational — an unusual combination for a shopping format. Skincare is a considered purchase; people want to understand ingredients and fit before committing. A live session creates natural space for that. Viewers ask questions in chat. The host responds. Trust builds in real time. That dynamic is harder to replicate with a product listing or a pre-recorded ad.
Analysis
The CTR of 2.55% outperforming the ~2% industry benchmark is the clearest signal from this campaign. It means the audience was genuinely interested — curious enough to click through to a product page. When you pair that with the fact that independent TikTok Malaysia data shows creator-led content delivering 43% better CTR than brand advertisements, it confirms that the audience VOGI brings to a campaign arrives with existing trust and intent. That quality of attention is what makes the Vtuber format commercially relevant beyond entertainment.
The below-average conversion rate warrants honest context. The drop-off between click and checkout is consistent with what new TikTok Shop brand accounts typically experience — first-time buyers face friction at checkout that repeat buyers don’t. More tellingly, Day 2 of the live streams significantly outperformed Day 1 on both viewership and sales. That pattern is well-documented in live commerce: audiences familiar with a creator’s format convert at a higher rate on repeat exposure. A sustained campaign cadence would address this directly.
The 252 new followers Cosmoderm gained through live streams alone also deserves mention. These aren’t passive impressions — they’re people who watched a live session and chose to follow the brand. That’s a retained audience, not a campaign spike, and it compounds with every future activation.
What This Campaign Proved
First, the ACG demographic is a real buyer segment for lifestyle and personal care brands. The 64% male buyer figure isn’t a statistical quirk — it reflects a structural gap in how beauty brands approach marketing. The audience exists, it’s active, and it responds when addressed in the right format.
Second, the short-form plus live structure works as a complete funnel. Each layer has a defined role: short-form content distributes reach across multiple talent audiences simultaneously, while live sessions create the conditions for purchase. Neither works as well in isolation. Together, they give brands a full acquisition path that doesn’t require an existing audience to be effective.
Third, intent quality matters as much as volume. A 2.55% CTR on 129,600 impressions represents a high-quality audience signal. Conversion optimisation — through repeated exposure, a more established TikTok Shop presence, and refined checkout flow — is the next lever. The audience is already there.
About VOGI
Voice of Gamers and Idols (VOGI) is the Vtuber talent management arm of Easy Onair, active in Malaysia and Singapore. VOGI develops and deploys Vtuber IP for marketing activations, live commerce, and brand partnerships across Southeast Asia, with a focus on ACG and youth culture audiences.
For partnership enquiries, reach us at [email protected].
