Avon is hoping to catch the eye of Gen Z with the help of a few famous friends as it launches onto TikTok with a new hashtag challenge to show off its Unlimited Instant Lift Mascara.
The direct selling beauty brand has teamed up with TikTok influencers Ryley Isaac, Rikki Sandhuu, Elizabeth Wosho and Damilola Adejonwo as well as Gogglebox star Scarlett Moffatt for its new #LiftLockPop campaign, who will demonstrate the mascara's 'lift and lock' transformation and encourage beauty fans to show off their own lash looks using the hashtag.
Avon hopes that its debut on the platform will help it reach a new audience by providing engaging content that showcases the company's innovation in its beauty products, while also offering them an easy option to buy the products showcased in the videos.
Hannah Lally, Head of Beauty at Avon, said: “#LiftLockPop is a fun and visual campaign that brings Unlimited Instant Lift Mascara to life to an audience that may not have considered Avon as a beauty destination but will now see that we offer competitive, on trend beauty products at the click of a button.
“This is a really exciting chapter in Avon’s digital story as we harness social platforms to demonstrate Avon’s relevance in the beauty world as well as offer creative and fun content for viewers.
“TikTok is an ideal platform for Avon to share its beauty, purpose and people stories that make us one of the world’s most loved beauty brands.”
TikTok on the clock
The campaign, created by VaynerMedia London, sees Avon become the latest beauty brand to capitalise on TikTok's rapidly growing popularity and status as a key destination for beauty content, offering a new way to engage with its existing audience and win over new fans.
Last month, Revolution Beauty kicked off its #CreatorRevolution campaign, a “modern beauty pageant” that encourages TikTok creators to participate in themed challenges for the opportunity to win $100,000 and the chance to create their own product line.
Meanwhile, last year e.l.f. Cosmetics brought its viral marketing campaigns in-store when it launched TikTok's first ever high street make-up stand in Superdrug stores across the UK, allowing consumers to shop trending products.
Sarah Baumann, Managing Director of VaynerMedia London, added: “We’re really excited to help bring Avon onto TikTok as a priority social platform, especially as our first campaign for the brand.
“At VaynerMedia, we believe in capitalising on cultural trends and on underpriced attention.
“This campaign is a demonstration of both: it takes advantage of the hashtag challenge trend on a platform that garners disproportionate attention and engagement with the younger generation.”
The campaign is live now on Avon's TikTok Hashtag challenge page, while customers can shop the brand's Unlimited Instant Lift Mascara (£9) at avon.com or via their Avon Rep.