With TikTok virality proving to be a key factor in driving demand for beauty brands and their products, can brands replicate organic TikTok momentum on their own terms?
, which Ubiquitous reports is the most TikTok-viral beauty product of all time, the hair tool’s meteoric rise occurred without Dyson ever creating an official TikTok page of its own, a testament to the power of the organic momentum the platform can facilitate.
In August 2019, Movers and Shakers launched E.l.f’s “Eyes, Lips, Face” TikTok campaign and contemporaneous hashtag challenge of the same name, marking one of the earliest — and to this day, most monumental — campaigns to hit the platform. “We wanted to do something fun; TikTok was still in its infancy, and [the platform] was all about song and dance, so we thought, ‘Why not lean into that?'” said Patrick O’Keefe, vice president of integrated marketing communications at E.l.f.
“Music is critical to unlocking success on TikTok. Getting the music right, making it catchy and something that can live on its own outside of the challenge is very important,” said Charlotte Watson, chief marketing officer at Olaplex. For the #Olaflex challenge, Olaplex invited TikTok users to share their hair transformation videos, depicting their unique journeys to healthy hair in order to celebrate how far they have come.
Being among a niche group of beauty brands that amassed user generated content-fueled TikTok notoriety before formally establishing a presence on the platform, Olaplex has leaned into its existing community on the platform since launching on TikTok in April 2020. In January, MAC tapped Cher and Saweetie for its “Challenge Accepted” campaign, which underscored a message of challenging the status quo and defying others’ limiting expectations.
In March, however, a product seeding of the brand’s newest MAC Stack Mascara spurred an unplanned, miniature TikTok challenge of sorts when an influencer promoted the product by uploading a video demonstrating the product’s high layerability. The challenge, for which the brand contracted just over 200 creators and professional hairstylists with varying following sizes, generated $22.8 million of the brand’s total $28.6 million EMV that month, and garnered more than 11 billion views to date.
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