“Skin care is the new self-care. And TikTok is now the newest space on the internet for the skincare-obsessed to create and consume content,” said Jake Agnew, founder of Skincare Hero.
Speaking to CosmeticsDesign-Europe about why Skincare Hero had conducted the research, Agnew said: “Because we wanted to learn how popular the brands we typically recommend are, because consumers are more likely to purchase a product they have already heard of. For Skincare Hero, we try to focus on reviewing and recommending brands our audience is already familiar with.
“We also wanted to learn more about how brands are perceived among younger audiences, such as Gen Z. With TikTok being the go-to platform for this generation, we knew it would be the best place to get a sense of popularity,” he said.
However, Skincare Hero had decided to publish findings with industry in mind, rather than consumers, he said.
“We ultimately decided to publish our findings because we think it’s helpful for other brands to learn more about what’s successful on the platform, to help them take advantage of this new opportunity.”
*Beauty brands analysed in the research: Acure, Alastin, Alba Botanica, Alpha Hydrox, Alpyn Beauty, Augustinus Bader, Aveeno, Avene, Bioderma, Biologique Recherche, Biossance, Burts Bees, Caudalie, Caudalíe, CeraVe, Cetaphil, Clarins, Clinique, Cocokind, Cosrx, Dermalogica, Dove, Dr Barbara Sturm, Dr Dennis Gross, Dr Jart, Drunk Elephant, Eltamd, Estee Lauder, Glossier, Golde, Herbivore, Hero Cosmetics, Kate Somerville, Kiehls, L'Occitane, La Mer, La Prairie, La Roche-Posay, Lancôme, L’Oréal, Mad Hippie, Mario Badescu, Murad, Neostrata, Neutrogena, No7, Olay, Olehenriksen, Paulas Choice, Peter Thomas Roth, Pixi, Renee Rouleau, Roc, Sebamed, Shani Darden, Shiseido, Simple Skincare, Sisley Paris, SK-ii, Skinceuticals, Skinmedica, Sunday Riley, Supergoop, Tata Harper, Tatcha, The Ordinary, True Botanicals, U Beauty, Vanicream, Versed, Vichy and Weleda
“Engagement rates here are like no other social media platform,” said Virginia Girtz, head of digital marketing at The Pull Agency. And this, she said, was because of TikTok’s smart algorithm ensuring videos were highly tailored to user preferences.
Baildam said as beauty engagement soared, and content – user and brand generated – continued to bubble, TikTok was looking into “strategic partnerships” that would make the discovery-to-purchase journey simpler for users; taking them beyond entertainment and into shopping mode. TikTok recently unveiled a social ecommerce pilot programme in the UK, for example, making L’Oréal mega brands Garnier and NYX Professional Make-Up available to buy directly via the TikTok app.
“People are incredibly focused on TikTok now, and I think for good reason. It’s shown its staying power. It’s grown incredibly quickly, and it has a really distinct set of creators,” Starr said.
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August 18, 2021 at 09:17PM
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TikTok trending: The Ordinary and CeraVe 'most popular' beauty brands in July 2021 - CosmeticsDesign-Europe.com
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