Beauty brands that hope to utilise TikTok as an effective marketing tool cannot rely on the “same bag of tricks” they have employed with other social media platforms.
Getting the stamp of approval from TikTok can generate a lot of success for beauty brands, but one insider cautions companies not to fall into the trap of letting TikTok dictate their product development.
The arrival of TikTok Shop in South East Asia could possibly accelerate the regional growth of social commerce and open the region’s beauty brands to a wider international audience.
Singapore-based livestreaming outfit, MyBKKShop, believes live commerce holds abundant potential for South East Asia’s (SEA) beauty sector, but says the region is hindered by factors such as archaic technology and a fragmented market.
Singaporean beauty brand Ange Gardien Paris says its sales has grown 50% in the six months since it started to take a social commerce approach to selling.
The beauty sector might be one of the hottest arenas in e-commerce, but there looks set to be boundless new opportunities on the horizon for digital-savvy brands, from social commerce advances to the metaverse.
As the use of digital devices rises and more young people enter the beauty consumer space, Accenture's new report estimates social commerce will more than double by 2025.
Douyin is becoming an increasingly important channel for Chinese cosmetics firm Yatsen Holdings, which is seeing promising sales growth for brands like Perfect Diary on the video-sharing platform.
Cosmetics major Lush will close all global social media accounts across Instagram, Facebook, TikTok and Snapchat this month, stating they will remain closed until the platforms provide a safer environment for users.
Personal care major Unilever has launched a collaboration initiative to partner with forward-thinking beauty startups, scaleups and entrepreneurs specialised in social commerce to drive next-generation in-house innovation across its portfolio of brands.
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.
Beauty brands looking to tap into the Chinese market cannot afford to ignore popular social and shopping app RED in order to build their presence and gain trust among Chinese beauty consumers, claims a leading strategy and consulting outfit.
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.
This month, the multinational beauty maker’s venture capital fund announced a minority investment in Replika Software, a tool that lets brands create a ‘retail partnership’ with any individual active on social or streaming platforms.
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.
The adoption of social commerce is becoming more crucial for beauty brands as consumers are expected become more selective about their purchases amidst the economic fallout from the novel coronavirus (COVID-19) outbreak.
![Insider cautions cosmetic companies not to fall into the trap of letting TikTok dictate their product development. [GettyImages]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/tiktok-beauty-pitfalls-of-allowing-tiktok-to-dictate-product-development/15642912-1-eng-GB/TikTok-beauty-Pitfalls-of-allowing-TikTok-to-dictate-product-development.jpg)
![TikTok Shop in South East Asia could possibly accelerate the regional growth of social commerce. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2022/08/01/what-the-presence-of-tiktok-shop-in-sea-means-for-beauty-and-social-commerce/15625938-1-eng-GB/What-the-presence-of-TikTok-Shop-in-SEA-means-for-beauty-and-social-commerce.jpg)
![[Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2022/05/17/going-live-why-live-commerce-is-still-sluggish-in-sea-s-beauty-market-kol/15413581-1-eng-GB/Going-live-Why-live-commerce-is-still-sluggish-in-SEA-s-beauty-market-KOL.jpg)
![Ange Gardien Paris finds success in social selling. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/brand-innovation/ange-gardien-says-sales-have-risen-50-in-6-months-with-social-commerce-approach/15302242-1-eng-GB/Ange-Gardien-says-sales-have-risen-50-in-6-months-with-social-commerce-approach.jpg)
![Douyin is becoming an increasingly important channel for Chinese cosmetics firm Yatsen Holdings. [Yatsen Holdings / Perfect Diary]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2022/01/05/yatsen-sees-douyin-channel-as-very-important-factor-for-brand-growth/13063976-1-eng-GB/Yatsen-sees-Douyin-channel-as-very-important-factor-for-brand-growth.jpg)
![Lush is closing all global social media accounts across Instagram, Facebook, TikTok and Snapchat and will instead invest in 'better communication channels elsewhere' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/business-financial/lush-to-close-instagram-facebook-tiktok-and-snapchat-global-accounts-for-user-safety/13036150-1-eng-GB/Lush-to-close-Instagram-Facebook-TikTok-and-Snapchat-global-accounts-for-user-safety.jpg)
![Unilever wants to team up with innovators in the field of social commerce, specifically livestreaming, shoppable media and gaming to drive in-house innovation across its brands [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/brand-innovation/unilever-opens-submissions-for-positive-beauty-growth-startup-collaboration-platform/12883807-1-eng-GB/Unilever-opens-submissions-for-Positive-Beauty-Growth-startup-collaboration-platform.jpg)
![Content creators are creating more content across a wider variety of channels, and consumer engagement with this content is at an 'all-time high' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/07/20/influencer-marketing-in-beauty-continues-to-surge-with-great-emea-promise-says-tribe-dynamics/12660791-1-eng-GB/Influencer-marketing-in-beauty-continues-to-surge-with-great-EMEA-promise-says-Tribe-Dynamics.jpg)
![TikTok offers users a space to be creative and have fun, which holds plenty of opportunity for beauty brands to get involved [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/06/25/tiktok-beauty-surge-due-to-high-user-engagement-creativity-and-joy-say-marketing-experts-the-pull-agency/12595596-1-eng-GB/TikTok-beauty-surge-due-to-high-user-engagement-creativity-and-joy-say-marketing-experts-The-Pull-Agency.jpg)
![Beauty brands looking to tap into the Chinese market cannot afford to ignore popular social and shopping app RED. [RED]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2021/06/23/why-red-is-crucial-for-international-brands-as-c-beauty-competition-heats-up/12576842-1-eng-GB/Why-RED-is-crucial-for-international-brands-as-C-beauty-competition-heats-up.jpg)
![L'Oréal's Garnier and NYX Professional Make-Up products were now available for purchase in the UK directly via the TikTok app [Image: L'Oréal UK & Ireland]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/06/17/l-oreal-uk-ireland-partners-with-tiktok-on-pilot-commerce-feature-with-garnier-and-nyx-professional-make-up/12574082-1-eng-GB/L-Oreal-UK-Ireland-partners-with-TikTok-on-pilot-commerce-feature-with-Garnier-and-NYX-Professional-Make-Up.jpg)
![Trend insights from L’Oréal, Olive Young, Kosé and more. [L'Oréal]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/what-s-trending-the-most-read-stories-on-apac-beauty-market-and-consumer-insights17/16257724-1-eng-GB/What-s-trending-The-most-read-stories-on-APAC-beauty-market-and-consumer-insights.jpg)
![Shinsegae International is developing regenerative cosmetics using microalgae-derived exosome technology. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/formulation-science/shinsegae-touts-regenerative-cosmetics-using-microalgae-derived-exosome-tech/16216387-1-eng-GB/Shinsegae-touts-regenerative-cosmetics-using-microalgae-derived-exosome-tech.jpg)
![Yatsen Holdings is banking on the recovery of makeup in China to steer flagship brand Perfect Dairy back to growth. [Perfect Diary]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/perfect-diary-bets-on-china-s-makeup-rebound-to-turn-around-recent-slump/16246219-1-eng-GB/Perfect-Diary-bets-on-China-s-makeup-rebound-to-turn-around-recent-slump.jpg)
