Monthly Beauty Roundup: April 2022

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

Beauty through the eras 

Continuing from the nostalgia trend, beauty creators have been showing beauty trends through the eras. Starting from the popularity of the TV show Pam and Tommy, 90s inspired makeup began taking over TikTok. From here, a beauty filter showing makeup from the 00s, 90s, 80s, 60s and 50s has begun trending with users asking their audiences which era they suit best.

@realhannamartinezlmk y’all!♬ Follow me if you like skiing – Isaac

@gingerfairy95♬ Follow me if you like skiing – Isaac

Creator spotlight

Amelia Olivia

Amelia (@ameliaolivia09) is a popular TikTok creator who rose to popularity following her GRWM-style videos and trials of trending TikTok beauty hacks. Amelia shares beginner-friendly content, and often shares her makeup favourites and skincare tips. She currently has over 600K followers and over 17.8 million likes on TikTok. 

@ameliaolivia09 Let’s go brunching!!! #grwm #longlastingmakeup ♬ original sound – Amelia Olivia

@ameliaolivia09 Watch this product change your life #skinbumps #clearskintips #musthaveskincare ♬ original sound – Amelia Olivia

Brand Spotlight 

Farfetch Beauty

Luxury fashion retailer Farfetch is entering the world of beauty with its own beauty marketplace. The platform boasts over 100 brands, from luxury powerhouses to indie cult favourites. The platform covers skincare, make-up, hair, fragrance, bath and body, and wellbeing, with the aim of serving customers across all ages, races, cultures and genders. 

Farfetch already has a robust and successful influencer strategy, providing the influencers with unique discount codes giving their audiences the opportunity to own luxury at a discounted price—we expect to see this expand with their new beauty platform.

Content spotlight

Gucci: #HoldMeBoldly 

Gucci launched a global TikTok music challenge using a branded hashtag and sound, #HoldMeBoldly. Using Top-View and In-Feed ads, Gucci activated influencers to showcase the new Rouge à Lèvres Liquide Mat. TikTok users were encouraged to join the challenge and use the hashtag, which has received over 36.4 million views. The sound has over 150 videos created using it. 

@kali.ledger #ad Join me with @gucci #HoldMeBoldly Rouge à Lèvres Liquide Mat music challenge ?#GucciBeauty ♬ #HoldMeBoldly – Gucci Beauty

@gucci A shade that holds upon your lips #HoldMeBoldly #GucciBeauty @DANIELLE ♬ #HoldMeBoldly – Gucci Beauty

L’Oreal: #LorealHyaluronic

L’Oreal launched a Hashtag Challenge using influencers, Top-View and In-Feed ads for its new L’Oreal Elvive Hydra hair product. Influencers created videos using a branded sound, showing a before and after hair transformation. The hashtag #LorealHyaluronic has over 69.7 million views, and the sound has over 2,100 videos. 

@milliegracecourt I’ve got 99 problems but bad hair ain’t 1 ??‍♀️? @L’Oréal Paris #LorealHyaluronic #HydraHyaluronic ♬ #LorealHyaluronic – L’Oréal Paris

@clairechte #ad New obsession @L’Oréal Paris ?#LorealHyaluronic #Loreal #hydrahyaluronic ♬ #LorealHyaluronic – L’Oréal Paris

ACH: That Girl

Playing into the “It Girl” trend on TikTok, ACH used In-Feed ads and influencers to promote its Essential Eye Cream for Face. Influencers showed how they achieved the natural “it girl” look using the cream, and offered an exclusive TikTok Shop discount. By boosting influencer content, some videos have received over 30K likes and 4 million views. 

@aishatami##AD Who even is that girl?✨I adore the @@ahc.uki’s Eye Cream for Face, try it now with 20% off on my TikTok shop#skincare ##skintok ##s#elfcare#♬ That Girl AHC edition – AHC

@okayasmin “That girl” trend but make it realistic. Self care with @@ahc.uki Essential Eye Cream for Face ?✨ Click to Shop #skincare ♬ That Girl AHC edition – AHC

Olay: 14 Day Challenge

Olay UK launched a 14 Day Challenge to showcase its new Vitamin C + AHA collection. It used influencers to show a before, during and after video using a voiceover. The videos were promoted as In-Feed ads, but were not posted to the influencers’ channels or Olay’s. 

@OlayMeet our NEW Vitamin C + AHA collection and find out how to get brighter skin in just one day!♬ Promoted Music

@OlayMeet our NEW Vitamin C + AHA collection and find out how to get brighter skin in just one day!♬ Promoted Music

Pat McGrath: Bridgerton

To coincide with the release of Bridgerton Season 2 (known for its glowy makeup provided by Pat McGrath itself), Pat McGrath Labs launched a Bridgerton Collection. Using In-Feed ads and influencer marketing, influencers showed the eyeshadow palette, blush, lipsticks, eyeliner and body shimmer. 

@blueyedcaiI got to play with the @Pat McGrath Labs X Bridgerton ||! I’m obsessed with the belle of the ball palette + the brand new satin allure lipsticks! ##pmgpartner ##patmcgrathlabs ##makeup ##grwm ##fyp♬ Take Me to Pluto – idonthateyou

@patmcgrathrealTake your GLAM from DAY TO NIGHT with MAJOR ##McGrathMuse @Kensington using the ##PATMcGRATHLABSxBRIDGERTON II Collection. Shop NOW on PATMcGRATH.COM ⚡️⚡️⚡️ ##makeup ##grwm ##tutorial ##bridgerton ##fyp♬ original sound – Pat McGrath Labs

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