BareMinerals is the latest to join the TikTok revolution.
The Shiseido-owned brand unleashed its first-ever TikTok campaign Friday, June 25. Called the Originals, it is inspired by Original Liquid Mineral Foundation that debuted December 2020. The makeup collection is vegan and cruelty-free with minimal ingredients designed to improve skin.
As part of the campaign, bareMinerals will partner with a diverse group of established TikTok digital creators from who have a love for beauty and an original story to tell. The first was by makeup artist Emmy Combs, who has 6.6 million TikTok followers and 542,000 Instagram followers.
The brand calls it a first-of-its-kind campaign that serves as a new avenue to speak to consumers and educate them in a fun, unique way all while paying homage to the bareMinerals’ Originals franchise.
“Learning how to pivot and stand out in the ever-changing digital atmosphere to reach consumers has been important over the last year and a half. TikTok is the perfect place for bareMinerals as the platform is setting trends, starting conversations, and keeping the attention of the Gen Z audience” said bareMinerals President, Jill Scalamandre.
TikTok has indeed shown the ability to ignite beauty sales as exemplified from the meteoric growth posted by brands such as CeraVe, The Ordinary, Kat Von D and E.l.f. Cosmetics. TikTok even helped inspire uber influencer Hyram Yarbro to create his own skin care.
The pandemic fueled consumer use of TikTok as homebound Americans tuned into the latest dance moves, recipes and beauty tips. Beauty, according to Backlink, is the sixth most popular category on TikTok and growing fast.
The number of TikTok users has swollen to more than 100 million and is on the rise. TikTok/Douyin (China) chalked up more than 2 billion downloads and penetrated one-third of all social media users in less than four years—a feat that took other platforms twice as long to achieve.
The platform also stands out for its high engagement levels (the average session lasts more than 10 minute). The average American will open the TikTok app eight times a day, according to Backlink.
“TikTok is a platform for real and authentic expression: come as you are, celebrate who you are. It’s incredible to see brands like bareMinerals embrace this message of authenticity and raise awareness with the TikTok community that real beauty is about originality and bringing your real self to the forefront. What makes you unique, makes you beautiful” said U.S. director of CPG, TikTok Global Business Solutions, Amy Oelkers.
The five first influencers, dubbed the inaugural “Class of the Originals,” launched the campaign on June 25 with a fun video of the creators not showing their faces. That generated a buzz as consumers tried a game of “Guess Who?” Following that, the influencers are parceling out content from June 28 to July 2, focusing on their personal journeys and inspirations while showcasing how they apply and incorporate the bareMinerals Originals Franchise products with their signature look. Additionally, there will be a custom upbeat track that will help educate consumers on the application steps of bareMinerals’ Original Mineral Foundation…Dot, Sweep, Press.
“We are excited to be where all beauty consumers want to play and experience products, while getting the opportunity to be exposed to the next generation of content creators,” Jill told CEW.