Global consumers are leaning into everyday influencers versus celebrities and established figures because this is where they believe authentic content can be found – a trend beauty brands must look at carefully, says an expert.
International video entertainment platform TikTok has soared into the beauty spotlight, driven by a plethora of highly engaged creators, and beauty brands will continue to jump aboard up as this rush continues, says Antonia Baildam, brand partnerships...
The plethora of influencer-created beauty content online continues to swell worldwide, and brands should monitor it closely as it provides an important feedback loop that can unlock innovation and power business growth, says a specialist.
The unfathomable rise of TikTok can no longer be ignored by beauty brands, as swathes of users engage with the social media platform daily; appreciated for its openness and sense of community, say experts.
L’Oréal has partnered with TikTok on its pilot commerce feature, enabling consumers in the UK to purchase Garnier and NYX Professional Make-Up products directly via the app – a partnership the beauty major plans to expand over time.
TikTok has expanded its partnership with Shopify across Europe, giving beauty brands direct access to run and manage social media ad campaigns via the e-commerce platform – a move that will create buzz amongst a highly engaged and diverse mass of beauty...
Video-sharing platform TikTok is a promising space for beauty brands – big and small – to build up meaningful communities and consumer buzz in an increasingly saturated market, say the company's brand partnership managers.