What is the trend of video-based cosmetic campaigns?

There is a growing trend of utilizing video content in cosmetic campaigns, as seen with Hero Cosmetics' 'Get Ready With Me' campaign on TikTok.

What is the trend of cost-effectiveness on social media platforms?

Brands are finding that social media platforms like TikTok can be more cost-effective than traditional platforms like Instagram, as demonstrated by Hero Cosmetics' campaign.

What is the trend of engagement rates on tiktok?

TikTok has shown higher engagement rates compared to other social media platforms, making it an attractive option for cosmetic campaigns.

What are the implications for the beauty and cosmetics industry?

The beauty and cosmetics industry can explore the use of video-based campaigns and leverage TikTok to engage with the Gen Z demographic.

What are the implications for the social media advertising industry?

Social media advertising agencies can tap into the cost-effectiveness and high engagement potential of platforms like TikTok for their clients.

What are the implications for the retail and e-commerce industry?

Retailers and e-commerce platforms can consider partnering with influencers on TikTok to promote cosmetic products and drive sales.

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High-Performing Cosmetic Campaigns

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Hero Cosmetics Launches 'Get Ready with Me' on TikTok

Kalin Ned — December 9, 2019 — Marketing

References: herocosmetics.us & mobilemarketer

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The 'Get Ready With Me' cosmetic campaign spotlights 20 creators who share videos of their morning routine with the hashtag #schoolsurvivalkit on the TikTok platform. Emphasis was placed on the Mighty Patch product offered by Hero Cosmetics. The video content-based campaign showed incredible results that signified the popularity of the social media platform and its effectiveness in reaching the Gen Z crowd. The brand found out that its cosmetic campaign on TikTok was "even times more cost-effective than Instagram Stories and showed a 12% engagement rate, compared to 4.5% for Instagram."

'Get Ready With Me' was launched to supplement Hero Cosmetics' debut in 1,500 Target Stores. In addition, the brand supplemented its cosmetic campaign with a giveaway — students with an email address that ends in .edu were eligible for free acne patches between August 19th and September 19th.

Image Credit: Hero Cosmetics

Trend Themes

Video-based Cosmetic Campaigns — There is a growing trend of utilizing video content in cosmetic campaigns, as seen with Hero Cosmetics' 'Get Ready With Me' campaign on TikTok.
Cost-effectiveness on Social Media Platforms — Brands are finding that social media platforms like TikTok can be more cost-effective than traditional platforms like Instagram, as demonstrated by Hero Cosmetics' campaign.
Engagement Rates on Tiktok — TikTok has shown higher engagement rates compared to other social media platforms, making it an attractive option for cosmetic campaigns.

Industry Implications

Beauty and Cosmetics — The beauty and cosmetics industry can explore the use of video-based campaigns and leverage TikTok to engage with the Gen Z demographic.
Social Media Advertising — Social media advertising agencies can tap into the cost-effectiveness and high engagement potential of platforms like TikTok for their clients.
Retail and E-commerce — Retailers and e-commerce platforms can consider partnering with influencers on TikTok to promote cosmetic products and drive sales.

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