If you’re not disrupting, what are you doing? That’s the idea cosmetics brand Revolution Beauty applies to its newest campaign: a modern-day beauty pageant for the digital age.
The new campaign aims to redefine beauty standards by inviting people from all walks of life to flaunt their creative flair against three themes and hashtag challenges. The brand opted to host the six-month challenge on TikTok, a platform that continues to nurture the next generation of disrupters, from April through to the finals in October. One deserving creator will win a prize of $100,000, the opportunity to create their own product line with Revolution, and a spot on the TikTok Creator Marketplace, as judged by TikTok user and makeup great Abby Roberts. To promote the pageant, Revolution worked with TikTok’s Creative Lab to create an immersive and comprehensive experience on the video-sharing app in the UK and US. The push includes working with creators, delivering TopView and in-feed ad placements, launching a custom music track, having a page in TikTok’s Discover tab, and debuting a branded effect of its very own.
From captivating consumer ears with a catchy song to extending the experience via a unique effect, there’s no denying Revolution’s new campaign checks off all the best practice boxes of marketing on TikTok. But what the brand also demonstrates is a shift in the beauty industry towards inclusiveness like never seen before. By directly challenging institutionalized beauty rituals, like pageants, which have been making men and women feel unworthy since 1888, Revolution Beauty has a chance not only to redefine beauty, but to reinvent the cultural events that came with it.