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?
Skincare and self-care have been incredibly popular beauty trends over the past year, but we are now seeing skincare infused makeup take over social media. While makeup with skincare benefits isn’t a new trend, many brands have begun hopping on the hype to offer hyaluronic or mineral infused mascaras, foundations, concealers and more.
Hannah (@hannah_beauty27) is a US-based beauty influencer. With 1 million TikTok followers, Hannah regularly shares exciting and colourful makeup looks, skincare tips and her favourite drugstore products. Hannah also shares snippets of her life living with brittle bone disease.
Jones Road Beauty is a beauty brand by makeup mogul Bobbi Brown. Although founded in 2016, it didn’t rise to internet infamy until this past month. To launch a new foundation, JRB gifted the product to influencers. Although generally met with positive results, a select few influencers didn’t know how to use the product properly, leading to Bobbi Brown herself creating a fun TikTok response.
To promote its Ultimate Blends Hair Food, Garnier used influencers to create videos showing how the product is used and the difference it makes to hair health. Videos were posted to influencers’ own channels before being boosted by the brand to drive it to wider audiences.
Skincare brand Murad used influencers and recognised skincare experts to promote various products on TikTok. Influencer posts promoting the AHA/BHA Exfoliating Cleanser were boosted by the brand. Murad also used influencers to film content for its new Correct & Protect Serum SPF45. Content was posted to Murad’s own channel and then promoted as in-feed ads.
To promote its cult favourite Crystal Retinal, Medik8 used influencers and a commissioned TikTok sound. Playing on a TikTok trend, Medik8 used influencers to lip sync to the sound before showing their skincare routines using Crystal Retinal. Influencer videos were boosted and shown to audiences as in-feed ads.
Caudalie launched a competition on TikTok, where the winner would receive a year’s supply of Caudalie products. Users were encouraged to duet an original video using an influencer and commissioned sound, and show their beauty transformation using the Beauty Elixir. The hashtag #HowDoYouMist has over 14M views in just 5 days.