One of the greatest frustrations that brands face with Instagram is that their products are not directly shoppable – since the social media platform does not allow for clickable links. Because of this, a number of companies have popped up to address Instagram’s no-links handicap, but now, Marc Jacobs has gone one step further and debuted a solution of its own.

By signing up on their Shop via @MarcBeauty Instagram (here) website with your email address and Instagram handle, every week you will receive an email with purchase details for any @marcjacobsbeauty Instagram posts you liked that had the hashtag #shopmjb. Sounds simple enough, right?

Kelly Coller, senior director of marketing for Kendo Brands, an LVMH entity focused on developing new beauty brands in partnership with “creative leaders” , explained that the brand’s in-house digital and marketing teams have been working since last spring to develop the app. They felt it would be a service uniquely suited to the Marc Jacobs customer, who she says is a bit younger than other luxury beauty consumers, in the 25–35 age range and very digitally engaged.

“With Marc Jacobs Beauty, the driver for the brand is ‘luxury reinvented,'” she said. “We wanted to control every touch-point of the client shopping with us.”

The new incentive makes Marc Jacobs the first retailer worldwide to ever develop its own solution to bypass Instagram’s frustrating ‘no clickable link’ policy and Coller says that since launching Wednesday, she and her team have already seen a huge response, which exceeded their initial goals.

I can see this trend catching on across multiple brands. Recently, Nordstrom launched a site, Like2Buy, that mirrors the set up of Instagram and the Nordstrom profile, but has the ability to link to items for purchase. Turning Instagram likes into money is the current question on retailers minds, so we’ll just have to see which trick works best… 😉