Sephora pulled influencer lines from its shelves, Forma Brands filed for bankruptcy, and a slew of celeb beauty brands have faced increased consumer criticism. Is the ‘star power’-based business model failing? And if so, why?
TikTok changed the entire trends cycle for beauty brands in 2022, but how can it be used to drive sales in 2023? And what will happen if it’s banned in the US and EU?
Special Edition: BEAUTY 4.0 – THE MAKING OF DIGITAL, TECH-LED CATEGORY
The influencer evolution race is on, with computer-generated alternatives fiercely engaging and exciting audiences within the blurred realms of reality and digital. And there's great promise, as consumers start to dismiss traditional influencer models,...
Beauty brands that hope to utilise TikTok as an effective marketing tool cannot rely on the “same bag of tricks” they have employed with other social media platforms.
Getting the stamp of approval from TikTok can generate a lot of success for beauty brands, but one insider cautions companies not to fall into the trap of letting TikTok dictate their product development.
The arrival of TikTok Shop in South East Asia could possibly accelerate the regional growth of social commerce and open the region’s beauty brands to a wider international audience.
The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favouring more personalised and flexible consumer engagement, says a communications expert.
Cosmetics major Lush will close all global social media accounts across Instagram, Facebook, TikTok and Snapchat this month, stating they will remain closed until the platforms provide a safer environment for users.
A round-up of CosmeticsDesign-Europe’s most-read news from August 2021 shows interest in the most popular beauty brands on TikTok, Unilever’s patent on post-consumer resin coloured packaging, and The Hut Group’s acquisition of Cult Beauty.
Global consumers are leaning into everyday influencers versus celebrities and established figures because this is where they believe authentic content can be found – a trend beauty brands must look at carefully, says an expert.
Deciem-owned indie brand The Ordinary is the most popular beauty brand on TikTok by hashtags and follower count, closely followed by L’Oréal’s derma brand CeraVe; though Unilever’s Dermalogica steals top spot for most videos.
International video entertainment platform TikTok has soared into the beauty spotlight, driven by a plethora of highly engaged creators, and beauty brands will continue to jump aboard up as this rush continues, says Antonia Baildam, brand partnerships...
The plethora of influencer-created beauty content online continues to swell worldwide, and brands should monitor it closely as it provides an important feedback loop that can unlock innovation and power business growth, says a specialist.
The unfathomable rise of TikTok can no longer be ignored by beauty brands, as swathes of users engage with the social media platform daily; appreciated for its openness and sense of community, say experts.
L’Oréal has partnered with TikTok on its pilot commerce feature, enabling consumers in the UK to purchase Garnier and NYX Professional Make-Up products directly via the app – a partnership the beauty major plans to expand over time.
TikTok has expanded its partnership with Shopify across Europe, giving beauty brands direct access to run and manage social media ad campaigns via the e-commerce platform – a move that will create buzz amongst a highly engaged and diverse mass of beauty...
Video-sharing platform TikTok is a promising space for beauty brands – big and small – to build up meaningful communities and consumer buzz in an increasingly saturated market, say the company's brand partnership managers.
![As the digital world continues to evolve, so too do opportunities in working with virtual influencers and computer-generated humans [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/08/25/virtual-influencers-super-exciting-space-says-wgsn-with-beauty-diversity-and-engagement-promise/15712467-1-eng-GB/Virtual-influencers-super-exciting-space-says-WGSN-with-beauty-diversity-and-engagement-promise.jpg)
![Insider cautions cosmetic companies not to fall into the trap of letting TikTok dictate their product development. [GettyImages]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/tiktok-beauty-pitfalls-of-allowing-tiktok-to-dictate-product-development/15642912-1-eng-GB/TikTok-beauty-Pitfalls-of-allowing-TikTok-to-dictate-product-development.jpg)
![TikTok Shop in South East Asia could possibly accelerate the regional growth of social commerce. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2022/08/01/what-the-presence-of-tiktok-shop-in-sea-means-for-beauty-and-social-commerce/15625938-1-eng-GB/What-the-presence-of-TikTok-Shop-in-SEA-means-for-beauty-and-social-commerce.jpg)
![Beauty brands are starting to diversify communication channels with consumers, from texts and calls to online in-app chats, opening up great opportunities to acquire consensual first-party data [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/lush-closing-instagram-facebook-tiktok-snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert/13132143-1-eng-GB/Lush-closing-Instagram-Facebook-TikTok-Snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert.jpg)
![Lush is closing all global social media accounts across Instagram, Facebook, TikTok and Snapchat and will instead invest in 'better communication channels elsewhere' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/business-financial/lush-to-close-instagram-facebook-tiktok-and-snapchat-global-accounts-for-user-safety/13036150-1-eng-GB/Lush-to-close-Instagram-Facebook-TikTok-and-Snapchat-global-accounts-for-user-safety.jpg)
![More than half of consumers now prefer 'everyday' influencers - friends, family and peers - to celebrities and established figures [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/19/beauty-influencer-marketing-potential-in-everyday-users-due-to-trust-finds-bazaarvoice/12749564-1-eng-GB/Beauty-influencer-marketing-potential-in-everyday-users-due-to-trust-finds-Bazaarvoice.jpg)
![As of July 2021, The Ordinary has 949m hashtags and 288,000 followers; CeraVe has 878.5m hashtags and 252,600 followers making them the most popular beauty brands on TikTok [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/18/tiktok-most-popular-beauty-brands-the-ordinary-and-cerave-finds-skincare-hero/12746252-1-eng-GB/TikTok-most-popular-beauty-brands-The-Ordinary-and-CeraVe-finds-Skincare-Hero.jpg)
![Content creators are creating more content across a wider variety of channels, and consumer engagement with this content is at an 'all-time high' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/07/20/influencer-marketing-in-beauty-continues-to-surge-with-great-emea-promise-says-tribe-dynamics/12660791-1-eng-GB/Influencer-marketing-in-beauty-continues-to-surge-with-great-EMEA-promise-says-Tribe-Dynamics.jpg)
![TikTok offers users a space to be creative and have fun, which holds plenty of opportunity for beauty brands to get involved [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/06/25/tiktok-beauty-surge-due-to-high-user-engagement-creativity-and-joy-say-marketing-experts-the-pull-agency/12595596-1-eng-GB/TikTok-beauty-surge-due-to-high-user-engagement-creativity-and-joy-say-marketing-experts-The-Pull-Agency.jpg)
![L'Oréal's Garnier and NYX Professional Make-Up products were now available for purchase in the UK directly via the TikTok app [Image: L'Oréal UK & Ireland]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/06/17/l-oreal-uk-ireland-partners-with-tiktok-on-pilot-commerce-feature-with-garnier-and-nyx-professional-make-up/12574082-1-eng-GB/L-Oreal-UK-Ireland-partners-with-TikTok-on-pilot-commerce-feature-with-Garnier-and-NYX-Professional-Make-Up.jpg)
