IT Cosmetics Influencer Marketing Case Study: 35M Views & 3M Engagements
Making TikTok Work & Reaching Gen Z Where They Scroll
We knew that a creator-led approach was imperative to position L'Oréal brands as a key part of culture. We implemented paid and gifted creator programs complemented by a paid social strategy. We devised disruptive creatives native to the TikTok platform, producing custom sounds & music to ensure content feels native and provoked a reaction from the audience.
Socially Powerful has supported IT Cosmetics for a number of years as its primary influencer marketing vendor across product launches and key campaigns on Instagram & TikTok for both its makeup and skincare products, ranging from Superhero Mascara to its Bye Bye range. These campaigns spanned paid, creators, scaled seedings & gifting. Throughout our partnership, we have provided an end-to-end service, inclusive of creative ideation, creator casting & curation, creator briefing & contracting, content production management, custom soundbite production, reporting, benchmarking, optimizing, consultancy, and mailer list development & curation.
Driving Culture and Transforming Beauty: A Powerful Partnership of Creativity and Strategy with IT Cosmetics and Socially Powerful
Platforms
TikTok
Services
35M
VIEWS
3M
ENGAGEMENTS
50+
CREATORS
Challenge
Revolutionizing Beauty Engagement, Connecting L'Oréal USA with Gen-Z on TikTok
L'Oréal USA aimed to evolve its brand communications to meet the ever-changing social media landscape, create experiences that truly connect with the next generation of beauty consumers and help to build brand love. TikTok offers the perfect platform for beauty brands to connect with Gen-Z consumers authentically. It has cultivated a hyper-engaged beauty community with its easily-digestible, relatable and additive content. Both users and the algorithm prioritise creativity over artifice, which has democratised beauty, changing the way consumers buy these types of products forever.
@mikaylanogueira Which @itcosmetics Bye Bye serum are you adding to your routine? #ByeByeSerums #SkinCareAffair #ItCosmeticsPartner ♬ original sound - Mikayla Nogueira
@kamgregory that golden hour glow ? NEW @IT Cosmetics #CCNudeGlow Foundation is the first 90% skincare CC+ & I love it #GlowWithIT #itcosmeticspartner ♬ original sound - IT Cosmetics
@victorialyn NEW from @IT Cosmetics‼️? CC + Nude Glow + Glow Serum! It’s 90% skincare? Medium coverage & all the glow! This is going to go viral☝️Available NOW! #GlowWithIT #CCNudeGlow #ITCosmeticsPartner ♬ original sound - Victoria Lyn ?
strategy
IT Cosmetics and Socially Powerful: Shaping Beauty Transformations through Influencer Marketing.
Socially Powerful led IT Cosmetics' influencer efforts, driving impactful Instagram and TikTok launches. Our partnership spanned Superhero Mascara to the Bye Bye range, featuring paid promos, influencer collabs, and thorough seedings. Our comprehensive services included idea generation, influencer selection, content management, soundbite creation, and video production.
Our goal: educate and exhibit tangible outcomes. Leveraging 50 creators from lifestyle, beauty, and skincare circles, we spotlighted IT Cosmetics' revolutionary skincare perks. Recognizing peers' influence in product trials, we directed 50 diverse creators to approach two content angles. One highlighted skincare innovations; the other illuminated the product's radiant transformation, capitalizing on the "golden hour glow" trend.
To engage the young and spur user content, we executed a dual-phase campaign for Bye-Bye Serum. Teasers utilized creator-made clickbait-style videos to generate pre-launch excitement. Post-launch, we strategically spread content on Instagram and TikTok. Instagram saw authoritative skincare influencers create credible educational content.
results
Breaking Stereotypes: Revitalising IT Cosmetics on TikTok for a Younger Audience
TikTok is no longer the platform solely for Gen Z Marketing, the user base is gradually getting older, but we had to reverse this thinking with a product that was predominently aimed towards an older audience. How could we connect IT cosmetics with younger consumers, whilst remaining authentic to the TikTok platform.
With 52% of users now saying they discover new products via TikTok, Socially Powerful took full advantage of this with an unstoppable campaign for L'Oréal and IT Cosmetics, collaborating with over 50 influencers, delivering over 35M views, 3M engagements and sold out product lines.
35M
VIEWS
3M
ENGAGEMENTS
50+
CREATORS
START PROJECT
Socially Powerful is a global leading social media and influencer marketing agency, with offices across Europe, USA, Asia and the Middle-East.
If you’d like to speak to our team about how we can help you take your brand to another level and engage audiences globally, please complete our contact form.
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