Too Faced Cosmetics noticed a large increase in sales of its 'Lip Injection Extreme' plumping lip gloss early last year and through studying statistics, realized that it was due to a viral TikTok challenge -- this inspired the #TFDamnGirl campaign. The interactive videos surrounding the lip gloss happened organically and the brand wanted to take the opportunity of this participatory culture when it launched its 'Damn Girl' mascara.
Similar to the previous challenge, users were posting short videos of themselves before and after using the product, transitioning this visual with the product itself. The company states that this is “a unique approach they took was collaborating with creators in beauty and across a variety of categories, like comedy, dance, and style, in order to tap into subcultures that extend beyond beauty.”
Image Credit: Too Faced