Avon's #LiftLockPop TikTok Challenge Speaks to Gen Z
Laura McQuarrie — April 23, 2021 — Fashion
References: cosmeticsbusiness
Avon is reaching new audiences on TikTok with its #LiftLockPop challenge to promote its new Unlimited Instant Lift Mascara. The social selling beauty brand 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.
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 Themes
1. 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.
2. 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.
3. Interactive Campaigns - Interactive campaigns like Avon's #LiftLockPop challenge engage consumers and create a community around a product or brand.
Industry Implications
1. 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.
2. Influencer Marketing - Influencers can help beauty brands build connections with younger consumers who are active on social media.
3. 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.
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