Well yes, big changes for the world of beauty marketing. Cosmetic houses are gradually implementing new forms of specific marketing strategies for the Chinese social media Tik Tok. Not only is it winning the most popular social media of the moment with the registration of new users every day, but it is also winning as the latest platform for commercial purposes.
In the last few months, Tik Tok has recorded exponential growth only in Italy: from September to November 2019, members have gone from 2.1 million to more than 6.4 million. If up to now it was considered the social network of Generation Z, the surveys also note an increase of 258% in the 25-34 age group and 201% for the Over 35 age group.
The various initiatives by fashion brands such as Ralph Lauren, Guess, Uniqlo or Burberry that had started for some time by launching challenges on the social network, but now it also affects the beauty world. A month ago our beloved Riri, had inaugurated a beautiful apartment with swimming pool, mirrors and natural lights, the Fenty Beauty House (article here), which will serve as the basis for producing branded content on TikTok, in collaboration with some influencers such as Makayla, Emmy Combs and Savannah.
Last year, during the New York Fashion Week, MAC Cosmetics launched the #YouOwnIt challenge on TikTok, encouraging users to create content, which in just six days had obtained a billion and a half views, or Marc Anthony True Professional who had promoted a product for perfect curls with the hashtag #strictlycurls, recording a 60% increase in sales. More current is the case of @kaelynwhitee, a particularly popular young girl on the social network, who with her review of a face peeling serum from the skincare brand The Ordinary, in two weeks managed to sell more than 52 thousand units.
It is not known if Tik Tok will be the new beauty marketing platform, but one thing is certain, a young girl managed to have in a very short time the same power that Chiara Ferragni on Instagram had to conquer with time.
