# Short-Form Viral Beauty Campaigns e.l.f. Made an Original Song for Its Hashtag Challenge on TikTok By Laura McQuarrie | Published 2019-12-06 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/hashtag-challenge-on-tiktok References: [adweek](https://www.adweek.com/brand-marketing/how-elf-cosmetics-created-the-most-influential-campaign-on-tiktok/) & [elfcosmetics](https://www.elfcosmetics.com/) e.l.f. Cosmetics makes affordable, cruelty-free products for the eyes, lips and face and created a hashtag challenge on [TikTok](https://www.trendhunter.com/trends/ojos-labios-cara) to promote its offerings. While TikTok is full of popular songs, the cosmetics brand worked with the [Movers+Shakers](https://www.trendhunter.com/trends/oladupe) 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. Image Credit: e.l.f. Cosmetics ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 68% | Activity: 85% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What Makes This Trend Stand Out - **Short-form Viral Beauty Campaigns:** Opportunity to create short and impactful beauty campaigns that go viral on social media platforms like TikTok - **Original Songs for Brand Campaigns:** Creating original music for brand campaigns on TikTok and other platforms to stand out from the competition - **User-generated Content in Influencer Marketing:** Leveraging user-generated content from celebrities and influencers to increase brand visibility and engagement on social media ### Sectors Adopting This - **Cosmetics:** Utilizing short-form viral beauty campaigns to market affordable, cruelty-free products - **Music:** Providing original songs for brand campaigns on social media platforms like TikTok - **Influencer Marketing:** Integrating user-generated content from celebrities and influencers in marketing strategies ## Related on Trend Hunter - [Beauty Comedy Collaborations](https://www.trendhunter.com/trends/comedy-collaboration.md) - [Co-Branded Beauty Albums](https://www.trendhunter.com/trends/nyxtape.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md) - [Fan-Fueled Skincare Campaigns](https://www.trendhunter.com/trends/peculiar-behavior.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Telenovela-Inspired Makeup Campaigns](https://www.trendhunter.com/trends/descubre-elfecto-campaign.md) - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty.md) - [Collaborative Date-Ready Cosmetics](https://www.trendhunter.com/trends/elf-beauty.md) - [Branded Hair Flip Challenges](https://www.trendhunter.com/trends/k18hairflip.md)