From concert crush to full-blown fiancé, singer Taylor Swift’s relationship with Kansas City Chiefs star player Travis Kelce has been nothing short of a rollercoaster, with fans following along every step of the way.
Announcing their engagement in an Instagram post on 26 August, captioned “Your English teacher and your gym teacher are getting married 🧨”, the news quickly spread, achieving more than 28 million likes in under 18 hours.
The engagement has not only captured the attention of the A-List couple’s fans, but beauty brands too, which are racing to react on social media and get in on the action .
But how are beauty brands making authentic Instagram content while racing to post? Find out below.
MAC Cosmetics
Swift is known for her signature red lip, so MAC Cosmetics was quick to make the connection on Instagram.
The make-up brand shared its cult classic Ruby Woo lipstick with a caption reading, “ruby woo is ready for her wedding era”.
Never explicitly mentioning Swift or Kelce, the post includes subtle nods to the singer and her news, as the caption said: “Ruby Woo is ready to say ‘I Do’. Congrats to our fave Showgirl. 💍”
Proving that sometimes simplicity is all it takes, MAC Cosmetics’ post is proof that a subtle approach with inside references is more than enough to be part of a social media moment
Burts Bees
Taking inspiration from the floral wonderland where Kelce popped the question to Swift, Burt’s Bees shared imagery of the brand’s hero Lip Balm in the original beeswax and pomegranate – but with a packaging twist.
In the picture, the two products have taken on the role of Kelce and Swift, labelled as ‘fave gym teacher’ and ‘fave english teacher’ in reference to the couple’s caption.
Bubble
US skin care brand Bubble reimagined Swift’s proposal in its own way – using the company’s Slam Dunk Moisturiser in place of a ring box.
The post leans into the online conversations surrounding the engagement, while giving a subtle skin care tip in the caption.
It reads: “True love = skin hydration 🫶 Cue the happy tears for our TnT🧨🥹”
First Aid Beauty
One of the most authentic reactions to the engagement announcement is by sensitive skin specialists First Aid Beauty.
The brand took a people over products approach with its Instagram post, sharing reactions from the team behind the brand as the news is shared during a virtual meeting.
As the unofficial backbone of the wedding industry, it is no surprise that Pinterest was quick to create content surrounding Swift’s engagement news.
The social media platform stated it has “entered our wedding planner era,” sharing a new pin board titled “the life of an engaged girl” with wedding imagery inspired by the couple.
Tarte Cosmetics
Tarte Cosmetics post brings a marriage of its own, combining the internet-breaking news with an internet-breaking meme born out of reality television show Love Island USA earlier this summer.
The post sees the hero Shape Tape concealer ‘waiting’ in the same garden Kelce got on one knee, as the caption reads “what’s your drama date?”
Another brand looking to connect through people over product, the second slide shows a mock email from the brand’s social team requisition – “to take tomorrow off to process this monumental moment” – a sentiment shared by many Swifties.
Lead image credits: Travis Kelce: Adam Schultz, Public domain, via Wikimedia Commons. Taylor Swift: iHeartRadioCA, CC BY 3.0, via Wikimedia Commons