Revlon US TikTok Campaign: +381% Share Rate and $15M+ EMV Case Study
How Revlon Earned $15M in Media Value on TikTok
We run Revlon's TikTok and Instagram accounts and its influencer campaigns in the US. Since we started, Revlon has become part of the beauty conversation again, especially among Gen Z shoppers.
Bringing a classic beauty brand back to Gen Z
Platforms
TikTok
Services
+381%
share rate
$15M
EMV generated
+41%
average E/R vs brand benchmark
Challenge
A classic brand losing ground to newer beauty labels on TikTok
Revlon is an American beauty brand based in New York and long associated with 90s glamour. Across the US, beauty shoppers, especially Gen Z, were finding new favourites on TikTok, where newer brands and influencer-founded labels were setting the pace. Revlon was losing market share and attention to competitors that moved faster on social media. The brand needed to show it could set the pace in beauty again.
strategy
Revlon was losing ground to brands that live on social, so we gave it a way to compete on their terms: an owned channel that reacts to culture in real time, and influencer campaigns built to get people talking.
Beauty trends start on TikTok, and our in-house makeup experts jump on them fast. When "glass skin" went viral, we reworked it into "glass lips" to promote the lustrous shine lipstick. Alongside that, we built a long-term relationship with beauty creator Meredith Duxbury, who began as a paid creator and grew into one of Revlon's strongest advocates. She appeared at exclusive events, spoke up for the brand and produced a steady flow of earned content that reached people beyond our paid media.
We also built campaigns around what Gen Z wants. Gen Z wants a matte lip that feels comfortable, so we pitched ColorStay Matte as loungewear for your lips. The hashtag #LipsDon'tLie carried the idea: you only know how comfortable it is once you wear it. Platforms like this ran across Revlon's wider marketing.
results
$15M+ in earned media value and a 381% jump in share rate
Revlon is back in the US beauty conversation, with more than $15M in earned media value. People shared its content far more often, and engagement averaged 41% above the brand's benchmark. Following trends quickly and working closely with creators helped a long-established brand compete with newer rivals.
+381%
share rate
$15M
EMV generated
+41%
average E/R vs brand benchmark
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Socially Powerful is a global leading social media and influencer marketing agency, with offices across Europe, USA, Asia and the Middle-East.
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