How Major Beauty Brands Are Utilising TikTok For E-Commerce

It’s not too late to join the TikTok train…

It’s no secret that Gen Z’s favourite social media platform TikTok has become a must when it comes to social media marketing and, more recently, a goldmine for e-commerce brands. And now beauty giant L’Oréal has joined forces with TikTok to bring the platform’s #TikTokMadeMeBuyIt campaign to life.

Customers in the UK and Ireland can now shop in-app for creator-endorsed gift boxes from L’Oréal UK-owned brands, including Garnier, Maybelline, NYX Professional Makeup and Essie. L’Oréal will also be the first brand to use the #TikTokMadeMeBuyIt campaign’s branding on the gift boxes.

The hashtag is currently sitting at over 10.7 billion views and has been the key to the virality of a number of products including Maybelline’s Sky High Mascara and pretty much any product from The Ordinary. And in its latest iteration, the campaign has seen L’Oréal tap a handful of creators who have each selected items for their own gift boxes, which will be available for purchase via the TikTok Shop UK.

“Our partnership with TikTok enables us to continue to invent and reinvent the e-commerce experience,” says L’Oréal UK and Ireland’s CEO, Lex Bradshaw-Zanger. “Where much of e-commerce today has been a very functional experience, and driven by more rational shopper missions like replenishment, TikTokMadeMeBuyIt has brought the excitement of product discovery in partnership with creators to a full-funnel online experience. Removing the friction of entertainment discovery and purchase into a single, smooth consumer journey.”

To celebrate the launch of its gift boxes, L’Oréal also hosted a week-long festival of live beauty events, collaborating with some of the world’s most popular beauty creators.

This partnership is the first of its kind, but TikTok’s e-commerce branch is growing by the second. TikTok users are able to buy products via a brand or creator’s channel by clicking on a product that is tagged in the video. This new #TiktokMadeMeBuyIt collab has set a new standard for social media e-commerce, and highlighted the importance of social media marketing and influencer collaborations for brands big and small.


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