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Jan 05 2022

Monthly 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

Snow Miser, Heat Miser

The TikTok sound Snow meiser Heat meiser mix by Mike DiNardo has been trending once again within the beauty community. The sound has trended on TikTok every December since the sound was created in 2019.

@katesjamboree I pinkey promise that this one is worth it 🤙 #snowmiserheatmiser ♬ Snow meiser Heat meiser mix by Mike DiNardo – Mike DiNardo

@natashajanewood Which side is your fave 👀 #heatmisersnowmiser #makeup #sfxmakeup ♬ Snow meiser Heat meiser mix by Mike DiNardo – Mike DiNardo

Beauty creators create SFX and glam makeup looks of a snow and fire character, with one look on each side of their faces. It’s a great opportunity for creators to show their skills and for beauty brands to join in the fun and creative trends.

Creator Spotlight

Aoife Cullen

Aoife Cullen is an editorial beauty artist on TikTok and Instagram, under the handle @aoifeccullen. She has recently been growing on TikTok as a result of her videos going viral.

@aoifeccullen Reply to @swagl0rd1 ♬ original sound – vee

@aoifeccullen #editorialmakeup ♬ Ameno Amapiano – Remix – Goya Menor & Nektunez

Best known for her outgoing, colourful editorial looks, she has been sharing tutorials and wearable editorial looks for her audiences. She currently has 95.7K followers and over 3.6M likes. 

Content Spotlight

Charlotte Tilbury: Gift Your Kiss

Readying for the run-up to Christmas, Charlotte Tilbury used TopView ads, In-Feed ads and a Branded Effect to promote new beauty gifts in the Charlotte Tilbury Gifting Beauty Universe.

@ctilburymakeup GIFT A KISS 💋 Darlings, have you tried my NEW! Limitless Lucky Lips yet? PLAY with my GIFT A KISS FILTER!! and share a kiss! ❤️#CharlotteTilbury ♬ Gift Your Kiss – Charlotte Tilbury

Both TopView and In-Feed ads displayed products in a carousel and “Shop Now” button that directed viewers to the product page on the Charlotte Tilbury website.

Estee Lauder: #advancednightrepair

To promote its Advanced Night Repair serum, Estee Lauder used In-Feed ads.

@esteelauder Oil-free? ✅ Lightweight? ✅ All the things we love about the texture of #AdvancedNightRepair! 😉 #skincare #serum ♬ original sound – esteelauder

Different from its usual tutorials and long-wear trial ads, Estee Lauder used ASMR to promote this product. ASMR is incredibly popular on TikTok and is considered relaxing by many users. The boosted video has over 1.1 million views.

Revlon: #unteal

To promote its new teal hair volumizer and dryer, Revlon used the hashtag #UnTeal and influencer content.

@joannachimonides Tell me we’ve all had this moment 😂 We have all got to love the @Revlonhairtools_EMEA hair dryer & volumiser Teal #unTEAL #revlononest ♬ tarawarolin wants you to know this isnt my sound – Dad on Tik Tok

@revlonhairtools_emea #unTEAL he gets it 😂 #revlononestep #revlononestepvolumiser ♬ April (No Vocals) – The Young Ebenezers

Some influencers were challenged to hide their volumizer and ask their partner to find it. Another influencer made their TikTok about guessing Christmas presents. Influencer content was reposted to the Revlon account.

Pat McGrath: Turn Your [Blank] On

Pat McGrath used influencers to promote its Celestial Odyssey palette and its lip glosses. 

Influencers were asked to create holiday-inspired looks using the products. Influencers used the phrase “turn your [blank] on” within the captions, but changed the [blank] depending on the product. For example, some used “turn your holiday on”, while another used “turn your lips on”.

@daniellemarcan ad @patmcgrathreal use DANIELLE10- 10% off. wearing citrine envy & galactic glow #MTHRSHPMega #CelestialOdyssey #TurnYourHolidayOn ♬ original sound – DANIELLE

@PAT McGRATH LABSTurn Your Eyes On like @thegreylayers in the divine MTRHSHP MEGA: Celestial Odyssey palette.♬ Promoted Music – PAT McGRATH LABS

The GRWM-style content was posted to the influencers’ channels and boosted. The videos have over 1 million views each—some nearing 2 million.

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