Monthly Beauty Roundup: February 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

Euphoria 

The HBO show Euphoria has taken over the internet. With its dramatic makeup and nails, users have taken to social media to recreate the looks or create their own Euphoria-inspired looks. There have been multiple trending Euphoria sounds, but the most popular has been the song “All For Us” by Labrinth and Zendaya, which features in the show, which users have used to recreate Euphoria looks. 

@makeupbysamanthaharvey IB @Olga Dann @настюшка @sldk.di✨??? #euphoria #euphoriaseason2 #euphoriamakeuplook #euphoriamakeup #maddyperez #rhinestonemakeup ♬ when i rip – favsoundds

@kornelia.ski Here is the tutorial you all wanted?#euphoriamakeup #euphoria ♬ sonido original – taliaespinoza

Eyeliner filter

A popular filter on TikTok this month has been the Eyeliner Filter. The filter is the eyeliner equivalent of a random generator—it flicks through different eyeliner looks until it lands on a fun graphic liner look. Users then recreate the final look the filter lands on, but add their own twist. 

@tonimcpeak Reply to @chloe_ykk we’re committed at this point ? #eyelinerfilter #eyelinerfiltertrend #fyp ♬ original sound – tonimcpeak

@hayleybuix It’s cutee or whateva! #eyeliner #eyelinerfiltertrend #fyp ib @mimiermakeup ♬ dc gaby e juu – Gaby Lopes

Creator spotlight

Charles Gross 

Charles is a 26-year old from NYC. He is an established name within luxury fashion, but has recently begun delving into luxury beauty, skincare and perfumes. Known for his soft-tone, quick wit, and catchphrase “Let’s talk about it”, he has just under 950K followers on TikTok, and 85K followers on Instagram. 

@charlesgross #ad Surprised by the efficacy of the @caudalie Premier Cru Eye Cream. A staple in my routine. @sephora #BrighterInABlink #Caudalie #CaudaliePartner ♬ original sound – Charles Gross

@charlesgross♬ original sound – Charles Gross

Content spotlight

Palmer’s: Coconut Oil Formula 

To promote its new Coconut Oil Formula Facial Range, Palmer’s used In-Feed ads and influencers. Influencers created content in their own content style (demonstrations vs comedy skits) to promote the products, and then the videos were published as ads on the platform. 

The influencers used have worked with Palmer’s before, helping add authenticity to the ads.  

@Palmer’s@BeulahDavina uses NEW Coconut Oil Formula Facial Range♬ Promoted Music

@Palmer’s@ShahnazIslamTikTok uses NEW Coconut Oil Formula Facial Range♬ Promoted Music

Caudalie: 3 minute challenge 

Caudalie used In-Feed TikTok ads to promote a video featuring beauty influencer Danielle Marcan. Danielle completed the “3-minute makeup challenge” using Caudalie products, while promoting the new Premier Cru Eye Cream. 

Caudalie has also activated other influencers to promote the product. Supported with the hashtags #BrighterInABlink and #CaudaliePremierCru, Caudalie has gained nearly 12 million views across the hashtags. 

@caudalieCHALLENGE N°1: We gave @daniellemarcan less than 3 minutes to do her make-up… mission completed! ? ##BrighterInABlink ##CaudaliePremierCru ##Caudalie♬ son original – Caudalie

@leanemarts Bye aux cernes, poches & petites ridules et bonjour au regard lumineux & hydraté #CaudaliePremierCru @caudalie #ScienceOfYouth #BrighterInABlink ♬ I Can Feel It (Christmas Instrumental) – Nick Sena and Danny Echevarria

Pantene: Pantene Overnight Beauty Reset

Pantene used TopView and In-Feed TikTok ads to promote its new Overnight Beauty Reset hair serum. Using influencers and celebrity ambassador Katie Piper, Pantene used a commissioned sound to show the results of the new product. Pantene boosted influencer posts as well as posting ads from its own account. 

Pantene supported the influencer content with two hashtags: #OvernightBeautyReset and #PanteneDreamHair, which combined have over 29 million views. 

@user416319909Repair 7 days damage in 8 Hours with NEW Pantene Overnight Beauty Reset♬ original sound – Sponsored Content

@rikkisandhuumy biggest hair hack!!! my hair is so SILKYYYY ??? im in loveeee ? AD @Boots UK ##OvernightBeautyReset ##PanteneDreamHair♬ Pantene Overnight Beauty Reset – Laura Greaves feat. Lhoste

Rimmel London: #KindAndFree

To promote its new Kind and Free beauty range, Rimmel used In-Feed ads, activated influencers and boosted content. It also launched the Hashtag Challenge #KindAndFree, and encouraged users to lip-sync to an original sound and show times they felt good. 

The #KindAndFree hashtag has over 3.4 billion views, and around 500 videos created using the sound. 

@rimmellondonJoin Rimmel’s ##KindAndFree challenge! Show us how you’re living your best Kind & Free life!♬ Kind and Free – Lhotse feat. Charlotte Devaney

@rimmellondonWho’s ready to join the ##KindAndFree challenge? Show us how you’re living your best Kind & Free life!♬ Kind and Free – Lhotse feat. Charlotte Devaney

Vichy Laboratoires: #StepZero 

To promote its popular serum Mineral 89, Vichy Laboratories used In-Feed ads on TikTok and Instagram Story ads. Vichy used influencer content to create a slideshow-style ad to post on its own channels, while it also boosted influencer content promoting the serum.

Vichy Laboratories supported its activity with #StepZero, which has gained over 55.5 million views on TikTok. 

@vichylaboratoiresSave 30% on Minéral 89 Serum 50 & 75ml. Ends 00:01 16/02/22. Only at LookFantastic. T&Cs apply.♬ Promoted Music

@sparklesandskin##ad Step Zero ? @Vichy Laboratoires @LOOKFANTASTIC ##Vichy ##StepZero ##Mineral89 ##hyaluronicacid♬ original sound – iona @sparklesandskin ✨

Givenchy: #IRRESISTIBLEisUS 

Givenchy launched the #IRRESISTIBLEisUS Challenge on TikTok and Instagram, to offer consumers the chance to star in the new Givenchy Irresistible campaign. Users were encouraged to recreate the dance choreography and share to their TikTok or Instagram feed while using the #IRRESISTIBLEisUS hashtag. The hashtag on TikTok has over 48.4 million views, and has over 1K videos of UGC posted on Instagram. 

@givenchybeautyJoin the ##IRRESISTIBLEisUS Challenge for a chance to star in the next Givenchy Irresistible campaign. See terms and conditions at link in bio.♬ I Follow Rivers – Lykke Li

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