Beauty brands are setting their sights on a new social platform: TikTok. 90% of consumers consider authenticity when deciding what brands to purchase and engage with, and TikTok allows brands to foster organic interactions with consumers through ‘hashtag’ challenges on the platform.
In March 2019, Too Faced Cosmetics noticed a large spike in sales for its Lip Injection Extreme lip gloss. After investigating, the brand found that the increase in sales was largely due to TikTok users purchasing the product to perform the #toofacedchallenge, an organic challenge in which TikTok users applied the product on camera and then showed the product’s lip-plumping effects. After its organic success, Too Faced went on to foster the first beauty partnership with TikTok to drive efforts for its paid Damn Girl Mascara campaign, which has received almost a billion views on the platform.
Too Faced isn’t the only brand to reap success from social’s newest platform: e.l.f cosmetics recently reached over 3 billion views in one month with its EyesLipsFace campaign. However, most beauty brands are not as quick to join the platform. As of November 2019, only 6% of color cosmetics brands in Gartner L2’s Digital IQ Index: Beauty US have a TikTok account. Although TikTok’s roughly 30 million active users in the U.S. pales in comparison to social giants like Instagram, the platform’s strength lies with Gen Z—roughly two-thirds of its users are between the ages of 16-24. Amidst slowed growth in the color cosmetics category, beauty brands should develop TikTok strategies as a way to tap into the expanding purchasing power of Gen Z.