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A Month in Beauty: July 2022

Aug 11, 2022

Social Commerce

A Month in Beauty: July 2022

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month? 

Trend spotlight

Kitana Wins 

An eyeliner trend once again reigns supreme in the TikTok beauty world. This time, it’s showing off speed liner to a soundbite taken from Mortal Kombat X, using the Blue Diamond filter, which gives the video an iridescent glow. The filter has over 109K videos created using it, and the sound has over 558K videos. 

@alondra.ceo She THICK! Thick wing liner ? STAY MAD— youre giving me views and engagement ? thx bestie! #fyp #wing #winglinertutorial ♬ оригинальный звук – Valerie

@fairy.freak Okay but this filter ✨? #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Creator spotlight

Ohemaa Bonsu 

Ohemaa is a popular TikTok and Instagram beauty creator. She regularly reviews products for darker skin tones, sharing her favourite finds with her audience. She has over 150K followers on TikTok, but over 4 million likes. She has a popular series called Atrocious Shades, where she tries to make odd makeup shades work. 

@ohemaabonsu Did you say no talc loose powder foundatio? Yes, i did! #beauty #makeuptips #powderfoundation #mineralfoundation ♬ original sound – Ohemaa

 

@ohemaabonsu The most expensive blotting powder I own plus shipping. #makeup #makeuphack #beauty ♬ original sound – Ohemaa

Brand Spotlight 

BASMA Beauty 

BASMA Beauty launched in 2021 and has already taken over TikTok. The brand went viral on TikTok following posts showing incredible colour matches of its foundation. It has also been praised online for being transparent about its new share creation process, and is working directly with diverse beauty influencers to create more shade options. 

@basmabeautyofficialReply to @idkwtp55 a problem we need to solve.♬ original sound – BASMA Beauty

@basmabeautyofficial shade matches we’re obsessed with. #shadematching ♬ timeXkashy challenge – @PAPPiKASHY

Content spotlight

Maybelline: Sky High 

Maybelline ran an In-Feed TikTok campaign promoting its TikTok-famous Sky High mascara in a new Cosmic Black colour. It used influencers to create space-inspired makeup looks showcasing the new mascara or to create a GRWM-style video, discussing the difference between the original Sky High and the new one. Content was posted to and promoted from Maybelline’s own TikTok channel. 

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

Refy: Skin Finish  

Refy used influencers to showcase its new Skin Finish water-based powder. Influencers either created videos talking through the application process, or simply showed a side by side difference by only applying the product to one side of their face. Content was posted to and boosted from Refy’s own channel. 

@refybeautyREFY Skin Finish Transformation with @shanspaldingx♬ Promoted Music

@refybeautyWait for the transformation… Skin Finish leaves your skin looking like SKIN! ##refybeauty ##waterbasedpowder ##makeup♬ Sia – Xeptemper

Pat McGrath: Divine Blush Duo  

To promote its Divine Blush Duos, Pat McGrath used multiple popular trending sounds and soundbites, and trends. It boosted ads from its own channel, and also boosted sponsored influencer content. Both types of ads showed the product in use by creating looks using them. 

@patmcgrathrealADDICTED TO THE BLUSH DUOS ??? SHOP all 6 shades NOW at PATMcGRATH.COM ✨✨✨ ##blush ##patmcgrathlabs ##makeup ##tutorial♬ original sound – den-chan – den-chan ??

@hayleybuixObsessed with the new blushes from @Pat McGrath Labs ! Couldn’t decide on one ##PMGPartner ##DivineBlushDuo ##ombreblush ##blushtrend♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) – Doja Cat

Pantene: Hydra Glow Summer

To promote its Hydra Glow Summer range, Pantene used influencers to show a before and after of their hair. Creating hair-wash routines to a commissioned track, influencers highlighted how the products will keep their hair feeling hydrated when out and about during summertime. The #HydraGlowSummer hashtag has nearly 10M views. 

@lucyedwards AD The feeling of amazing hair just adds to the sensory experience of walking alongside gorgeous waterfalls ✨ #HydraGlowSummer #Pantene #PowerOfHair ♬ Hydra Glow Summer – Harry Price

@georgia.barratt Reply to @megannnr_x @Pantene Pro-V hydration collection keeps my hair looking healthy always. Products are now available at asda ? #makeup #beauty #xyzbca #hydraglowsummer #ad ♬ Hydra Glow Summer – Harry Price

Essie: Live Your Colour 

For its new Live Your Colour campaign, Essie partnered with beauty and nail creators to show how they live their colours. TikToks created by influencers showed them painting their nails, before transitioning into fun summer activities. Some influencer content was reposted to Essie’s own channel and boosted.  

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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Author

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James Hacking

Writer

Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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