Estée Lauder uses TikTok to draw in Gen Z

Cosmetics giant will use the video-sharing social media platform as a vehicle to tap new demographic

TikTok has cemented its presence as an important vehicle in the beauty arena with cosmetics and skin care giant Estée Lauder joining the video-creating platform’s entourage of brands.

The account, @esteelauder, which officially launched on Friday, kicked off with a hashtag challenge #NightDoneRight, running from 12-14 June, aiming to educate customers about the importance of night-time routines.

To help with the initiative, Estée Lauder has partnered with 11 TikTok creators including Liane Valenzuela and Mireya Rios, who together have a combined following on the site of 14.8 million.

Skin care brands have been growing on the site, but colour cosmetics have dominated the scene since brands began launching on the platform.

Estée Lauder-owned brand Too Faced has a strong presence via the site, while Fenty Beauty and Huda Beauty have commanded the space with 844k and 4.1 million followers, respectively.

And the reason for joining the site, according to Jon Roman, Estée Lauder’s SVP of Consumer Marketing & Online, was to attract a new generation of consumers.

“We are focused on making sure that we are creating content that is the right fit for the right audience,” he told Glossy.

“But we want to think about community a little bit differently. It’s not a community of Estée Lauder consumers on TikTok, we actually want to build a community of TikTokers that eventually love our brand on their platform.”

Estée Lauder’s products come with a premium price tag, unlike competitors Drunk Elephant and Glossier, which attract a younger demographic.

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