After generating five billion views with it’s “Eyes, Lips, Face” challenge, e.l.f. Cosmetics is returning to TikTok with another viral song and dance.
e.l.f. Cosmetics’ new TikTok challenge is centered around its Poreless Putty Primer. The #elfvanishingact challenge encourages users to make videos applying the product while lip-syncing to the song “Vanishing Act” by artist M. Maggie, a track created exclusively for the TikTok challenge. The brand taps into the young, beauty-loving audience on TikTok by advertising its new beauty product through fan-made videos. Creating a product “drop” on the app could increase hype and build momentum around the product and challenge, according to a Gartner report. The brand partnered with TikTok star Romina Gafur, who shared videos performing to the song with her 9 million followers. She is also hosting product giveaways to users who join the challenge from e.l.f. Cosmetics’ TikTok page.
e.l.f. Cosmetics is following a similar formula to its original TikTok challenge, “Eyes, Lips, Face”, which also featured a branded song. The original song created for that challenge not only went viral on TikTok, but also found success on Spotify, so it makes sense the brand would try to emulate that success for its second dance challenge. e.l.f. Cosmetics has found that by combining original music with TikTok influencers, it can reach Gen-Z consumers. The youngest generation is the most prominent on the app, but also the most elusive to traditional marketing methods. However, Gen-Z tends to respond well to original music and engaging dance challenges. In addition to its newest dance challenge, e.l.f. has also remixed its original “Eyes, Lips, Face” track to encourage viewers to wash their hands and follow sanitary guidelines during the Coronavirus pandemic. The brand released the song again on TikTok, calling the new version “Eyes, Lips, Face, Safe.”
While many brands have been slow to adopt marketing on TikTok, e.l.f. Cosmetics is ready for round two of advertising on the app. As the platform continues to rise in popularity, the brand’s ability to create a memorable identity early on could be advantageous as it continues to grow a loyal following.