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Walmart To Host Online Event To Promote New Fashion Line

Walmart is celebrating the expansion of its relationship with UOMA by Sharon C. by hosting a live online fashion show that highlights some of the collection’s makeup and skincare options, which the world’s largest retailer will feature in its stores and on its website.

UOMA Founder Sharon Chuter and global makeup artist and influencer Sir John will host a livestream on Facebook and Walmart Shop Live on Friday (July 30) at 5 p.m. ET, followed by a live fashion show featuring looks from the full UOMA by Sharon C. collection, including four new products:

Primed to Glow Skin Perfecting Illuminating Primer ($9.48): Enriched with energizing Maca Root & Vitamin E to boost luminosity, Primed to Glow is a skin highlighting balm.
Lips Don’t Lie Matte Lipsticks ($7.48): This lipstick is formulated with a combination of emollients for a silky feel and satin-matte finish using a blend of natural vegan waxes to deliver a melting texture that goes on like a cream.
Floss Gloss Hi-Shine Lip Gloss ($7.48): This balm-like gloss is rich in hydrating emollients and is formulated with castor oil and sunflower oil as well as hyaluronic acid lip-filling spheres.
One and Done 2-in-1 Brow Styler ($8.48): This water-resistant duo styler includes a precision pencil and a brow gel.

Pushed by the pandemic, shoppable streaming has exploded in the first half of the year as retailers and brands rush to find a new way to reach and sell to home-based consumers. Amazon’s streaming platform has expanded to host daily shows on fitness, makeup and cooking, while Walmart started partnering with TikTok to host live-streamed shopping events

Walmart also recently teamed up with Adobe in a strategic collaboration to integrate Walmart’s Marketplace, eCommerce and in-store fulfillment and pickup technologies with Adobe Commerce, which offers solutions for merchants and brands. The company is now licensing that service, too.

The partnership with Adobe Commerce gives retailers the chance to tap into Walmart’s cloud services and offer their shoppers easy pickup and delivery options. In addition, merchants can find new customers on the Walmart Marketplace and make use of Walmart’s two-day shipping perk.

Walmart has also expanded its digital shopping operations to include “differentiated experiences” as another way of better serving its customers.

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