e.l.f. Cosmetics makes affordable, cruelty-free products for the eyes, lips and face and created a hashtag challenge on TikTok to promote its offerings. While TikTok is full of popular songs, the cosmetics brand worked with the Movers+Shakers agency to create an original song—according to TikTok, this is the first time that a brand created original music to use for a campaign on the platform.
The 15-second song called Eyes.Lips.Face was composed by Grammy-award winning songwriter iLL Wayno and Holla FyeSixWun. Since the song's creation, over two million videos have been created on TikTok and tagged with #eyeslipsface. Among the users who participated in the hashtag challenge are celebrities like Reese Witherspoon, Jessica Alba and Terry Crews.
After the six-day hashtag challenge, a full-length version of Eyes.Lips.Face was released that can now be found online.
Short-Form Viral Beauty Campaigns
e.l.f. Made an Original Song for Its Hashtag Challenge on TikTok
Trend Themes
1. Short-form Viral Beauty Campaigns - Opportunity to create short and impactful beauty campaigns that go viral on social media platforms like TikTok
2. Original Songs for Brand Campaigns - Creating original music for brand campaigns on TikTok and other platforms to stand out from the competition
3. User-generated Content in Influencer Marketing - Leveraging user-generated content from celebrities and influencers to increase brand visibility and engagement on social media
Industry Implications
1. Cosmetics - Utilizing short-form viral beauty campaigns to market affordable, cruelty-free products
2. Music - Providing original songs for brand campaigns on social media platforms like TikTok
3. Influencer Marketing - Integrating user-generated content from celebrities and influencers in marketing strategies