Monthly Beauty Roundup: March 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

Filter picks my makeup 

A popular trend this month has involved creators using multiple beauty filters to decide their makeup. Using eyebrow, eyeliner, lipstick and contour random-generator filters, users have been creating fun, quirky makeup looks. 

@brennaamichellee i love the way it turned out ? #makeuptrend #trendingsounds #trendingmakeup #trendingfilters #filters #SchickAsks #CloroxMistChallenge #viralfilters ♬ original sound – &lt/3

@hollymurraymakeup Didn’t turn out very good ? Ib: @natashajanewood #filters ♬ Light Switch – Charlie Puth

Anti-filter

A general trend within the beauty industry has been ‘clean’ beauty. As part of this, many creators have begun rejecting beauty filters that alter their own face shape. Using the “Smokey Eyes” filter and the “my taste in music is your face” sound, users are showing themselves with the glamorous filter before transitioning into their natural face. 

@abbyrobertsmy taste in music is ur face♬ my taste of music is ur face – m

@fishermanlarry47I want everyone that sees this to do it <3♬ my taste of music is ur face – m

Creator spotlight

Adenike Akinpelu 

Adenike is better known on social media as @nikescanvas. Based in Canada, she has over 280K followers on TikTok (and over 7 million likes), 260K followers on Instagram and nearly 40K subscribers on YouTube. She shares beauty finds for deep skin tones, skincare tips and recommendations, and vlogs her lifestyle. 

@nikescanvas @kvdbeauty Innovative!!!! @sephoracanada #fyp #sephorasquadapplicant #thankyouLord ♬ original sound – Adenike Akinpelu

@nikescanvas Who Likes To Glow?? @NARS Cosmetics #fyp #sephorasquadapplicant #thankyouLord ♬ Countless – Official Sound Studio

Content spotlight

MAC Cosmetics: MACStack Mascara 

To launch its new MACStack Mascara, MAC gifted influencers the new product. This resulted in organic posts from huge beauty creators. Supporting this with Top View and In-Feed ads displaying the product, as well as boosting organic influencer content, MAC succeeded in creating a viral campaign and product.   

@alxcext AD What if I told you, you can stack as many layers of the new @maccosmetics MACSTACK mascara as you want ? #tiktokmademebuyit #beautyytok #viralproduct #MACSTACKMASCARA ♬ original sound – Alice T

@mikaylanogueira@kellyrosesarno this is easily one of the best mascaras I’ve ever used. ##makeup ##mascara ##beauty♬ original sound – Mikayla Nogueira

Clinique UK: Black Honey 

Clinique’s cult favourite lipstick Black Honey became TikTok famous thanks to the 90s nostalgia revival. Using celebrity ambassadors and influencers in TopView and In-Feed ads, Clinique directed viewers to their website to purchase the newly restocked product. 

@cliniqueukThe lipstick that looks great on everyone is BACK IN STOCK. Grab your Black Honey on Clinique.co.uk.♬ Promoted Music

@cliniqueukViral favourite Black Honey is back in stock! Shop yours before it’s gone on Clinique.co.uk.♬ Promoted Music

L’Oreal Paris: #IHaveAPreferenceFor

To promote its Préférence Vivid Colours range, L’Oreal used influencers to show their colour preferences with a before and after. Using a campaign sound called “My Preference” and the supporting hashtag #IHaveAPreferenceFor, L’Oreal encouraged other users to create UCG and show their colour preferences. The hashtag has received over 23.5M views. 

@lorealparis #IHaveAPreferenceFor ♬ My Preference – L’Oréal Paris

@lorealparisIt’s Sydney’s Préférence Vivids in Rose Gold for us!♬ Promoted Music

Wild Refill: Boost influencers 

Natural deodorant company Wild Refill activated influencers to promote their refillable products across different passion points, including beauty, lifestyle and comedy. Influencer content was boosted and reposted as In-Feed ads, with many offering their audiences an affiliate discount code.

@themellanieparry##ad I love this @Wild Refill so much! When I needed extra support from my deodorant this not only delivered with that, but it’s aluminium free & I’m doing my bit for the environment. Use code MELLANIE20 ##ad ##perimenopause? ##menopausalwomenoftiktok ##perimenopausesupport ##menopausehack ##over40women♬ yonderlandddddd – nyla ?

@dailyfrecklesI have found the perfect deodorant that is effective and kind to the world! @Wild Refill ad ?♬ A dead robin On a pizza – CT

Maybelline New York: Perfector 4in1

To promote its new skin Perfector 4 in 1 product, Maybelline used TopView and In-Feed ads. Using influencers and celebrity ambassadors, Maybelline positioned the product as perfect for quick solutions and on-the-go. Influencer content was posted to the influencer’s channel and reposted on Maybelline’s. 

@Maybelline New York Quick Perfected Skin! @freyatidy tries Perfector 4in1 Shade 2♬ Promoted Music

@Maybelline New YorkNo time? No problem! Maybelline Perfector 4in1 is your shortcut to perfected skin!♬ Promoted Music – Maybelline New York

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