# Youthful Mascara Challenges Avon's #LiftLockPop TikTok Challenge Speaks to Gen Z By Laura McQuarrie | Published 2021-04-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/liftlockpop References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Avon_makes_TikTok_debut_with_LiftLockPop_hashtag_challenge/176059) [Avon](https://www.trendhunter.com/trends/perfect-nonsense) is reaching new audiences on [TikTok](https://www.trendhunter.com/trends/preppair) with its #LiftLockPop challenge to promote its new Unlimited Instant Lift Mascara. The [social selling beauty brand](https://www.trendhunter.com/trends/monat-tiktok-shop) partnered with influencers on the platform to show off the "lift and lock" effect of the product in action. As Hannah Lally, Head of Beauty at Avon, says: “#LiftLockPop is a fun and visual campaign that brings Unlimited Instant Lift Mascara to life to an audience that may not have considered Avon as a beauty destination." On the platform, Avon is specifically speaking to a Gen Z audience and encouraging them to create their own lash looks using the campaign hashtag. Beauty brands are flocking to the youthful short-form content platform for the way it inspires creativity, remixing and virality. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 55% | Activity: 55% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Short-form Content Marketing:** Beauty brands are using short-form content platforms like TikTok to reach Gen Z consumers with visually-driven and creative campaigns. - **Influencer Partnerships:** Partnering with influencers on platforms like TikTok is a way for beauty brands to showcase their products and connect with a younger audience. - **Interactive Campaigns:** Interactive campaigns like Avon's #LiftLockPop challenge engage consumers and create a community around a product or brand. ### Where This Applies - **Beauty and Personal Care:** The beauty industry can leverage the creative and visual nature of short-form content platforms to reach a younger audience and capitalize on viral trends. - **Influencer Marketing:** Influencers can help beauty brands build connections with younger consumers who are active on social media. - **E-commerce:** Interactive campaigns like the #LiftLockPop challenge can drive online purchases by creating a community around a product and offering a unique and engaging experience for consumers. ## Related on Trend Hunter - [Transformative Skincare Campaigns](https://www.trendhunter.com/trends/preppair.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md) - [Branded Hair Flip Challenges](https://www.trendhunter.com/trends/k18hairflip.md) - [Attention-Grabbing Acne Tubes](https://www.trendhunter.com/trends/pure-daily-care.md) - [Retro Mascara Kits](https://www.trendhunter.com/trends/sky-high-mascara-kit.md) - [Social-First Direct Selling Series](https://www.trendhunter.com/trends/mary-kay-miss-conceptions.md) - [Hopeful Skincare Challenges](https://www.trendhunter.com/trends/thearbutinserumday.md) - [Social Shopping Integrations](https://www.trendhunter.com/trends/monat-tiktok-shop.md) - [Youth-Oriented Beauty Branding](https://www.trendhunter.com/trends/youthoriented-beauty.md)