e.l.f. Cosmetics didn’t simply make waves—they brought on a full-on magnificence tsunami with their ‘Eyes Lips Face‘ marketing campaign. The model turned TikTok right into a playground for its viewers, inviting customers to get inventive and showcase their skills utilizing e.l.f. merchandise.
The end result? A viral frenzy that noticed the hashtag #eyeslipsface rack up a jaw-dropping 7 billion views, solidifying e.l.f. as a powerhouse on this planet of influencer advertising. This wasn’t nearly showcasing merchandise—it was about constructing a group that felt seen, heard, and, most significantly, concerned. It wasn’t a model telling you what to like; it was a motion the place you had the highlight.
By harnessing the power of user-generated content material, e.l.f. tapped into the magic of natural attain, making on a regular basis influencers the celebs of the present.
So, what was the true genius behind this? This wasn’t nearly getting a elegant celeb endorsement or fancy advert placements; it was concerning the individuals—the on a regular basis creators, the TikTok stars, the wonder fanatics—all coming collectively to rejoice the model in a means that felt actual and private. By capitalizing on TikTok’s viral potential and inspiring consumer participation, e.l.f. didn’t simply promote make-up, they offered an expertise. And that’s how they cracked the code to influencer advertising success.
@jessicaalba #eyeslipsface my errryday look #honestbeauty #cleanbeauty ♬ Eyes. Lips. Face. (e.l.f.) – iLL Wayno & Holla FyeSixWun
The marketing campaign serves as a textbook instance of easy methods to leverage magnificence and skincare influencer advertising, proving that if you give your viewers the instruments and platform to amplify their very own voices, the outcomes may be actually transformative.
6 Magnificence & Skincare Influencer Advertising Campaigns That Set New Requirements
From iconic celeb collaborations to influencer-driven actions, these magnificence and skincare campaigns have reshaped how manufacturers join with audiences. Whether or not by way of humor, cultural relevance, or sheer star energy, these campaigns have leveraged revolutionary methods to interact, encourage, and drive outcomes.
Right here’s a take a look at the campaigns which have made waves within the trade, every one leaving a singular mark on the wonder world.
Cetaphil’s “We’re All a Lil Delicate” marketing campaign was an ideal mix of star energy, humor, and cultural relevance that struck all the best chords with each magnificence buffs and informal shoppers. That includes none apart from the Grammy-winning Lil Wayne, this marketing campaign not solely tapped into his huge 19 million Instagram followers but additionally used his private aptitude to make skincare really feel much less scientific and extra… relatable. Who knew delicate pores and skin might be this cool?
The marketing campaign was executed with spectacular precision, beginning with Lil Wayne starring in a collection of comedic video spots that showcased these all-too-familiar “delicate” moments — from getting your favourite spicy meals order fallacious to coping with surprising sunburns. It wasn’t only a humorous tackle on a regular basis frustrations; it additionally positioned Cetaphil as a skincare resolution that understands actual life.
His teaser publish alone racked up greater than 60,000 likes — proof that Wayne is aware of easy methods to fire up pleasure on Instagram.
Then, the marketing campaign’s regional strategy hit house in a giant means. A localized TV spot aired completely in New Orleans throughout the Tremendous Bowl, tapping into regional delight and producing over a billion impressions. It was like hitting the “simple button” for advert recall, drawing consideration not simply to Cetaphil’s delicate pores and skin messaging, however to a deeper cultural reference to Wayne’s hometown.
However it wasn’t simply Lil Wayne who acquired concerned — Cetaphil additionally recruited magnificence and way of life micro-influencers to share their private tales about pores and skin sensitivity, guaranteeing that the marketing campaign felt genuine and reached audiences throughout the spectrum.
Plus, having Dr. Muneeb Shah, a trusted dermatologist, present professional insights was the cherry on high, including credibility to the marketing campaign whereas giving the model an authoritative voice in a sea of influencers.
With greater than 2,000 social media mentions and close to 200,000 YouTube views, this marketing campaign was a masterclass in mixing humor, star energy, and good technique. It’s secure to say Cetaphil’s delicate pores and skin narrative discovered a number of followers.
Sizzling on the heels of Cetaphil’s marketing campaign, Fenty Magnificence elevated influencer advertising to a wholly new degree with its collaborations throughout the 2024 Paris Olympics — an ideal mix of magnificence and sports activities. This marketing campaign seamlessly merged high-energy athleticism with skincare and sweetness merchandise, making a buzzworthy narrative that spoke to each health fanatics and sweetness lovers.
With Rihanna on the helm, as each the face and founding father of Fenty Magnificence, this marketing campaign was destined to captivate — and it didn’t disappoint.
On the coronary heart of this marketing campaign have been French Olympic athletes like Magda Wiet-Hénin and Djelika Diallo, who weren’t simply displaying off their athletic prowess, but additionally letting audiences in on their self-care routines. By way of a collection of Instagram and TikTok video capsules, Fenty gave us a behind-the-scenes take a look at the athletes’ coaching regimens and the wonder rituals that stored them trying flawless.
This “sports activities meets self-care” narrative was not solely inspiring however felt refreshingly relatable — proof that even essentially the most intense coaching periods want a bit of Fenty gloss to spherical them off
What made this marketing campaign stand out wasn’t simply the star energy of Rihanna (although, let’s be actual, that undoubtedly helped). It was the novelty of mixing two worlds that don’t sometimes collide — the facility and self-discipline of sports activities with the glam of magnificence. The marketing campaign had magnetic power, fascinating audiences with its authenticity and an aspirational story that didn’t really feel pressured. It was the wonder equal of watching a sports activities spotlight reel: thrilling, energizing, and a bit of bit glamorous.
With greater than 500,000 views on Fenty’s Instagram alone, the marketing campaign clearly struck a chord. There weren’t any main controversies or surprises right here — simply strong execution.
Fenty’s international sports-meets-beauty strategy was undoubtedly a game-changer, but when there was one marketing campaign that made waves in a very completely different course, it was Topicals’ influencer journey to Bermuda. Celebrating its third birthday, Topicals took influencer advertising to new heights by mixing magnificence, range, and inclusivity with a killer backdrop — and boy, did it work.
The star-studded visitor listing included a mixture of macro and micro influencers, from actuality TV star Dami Hope to esthetician Sean Garrette, in addition to 15 different numerous BIPOC creators, lots of whom had by no means been invited on a model journey earlier than. This was no atypical influencer occasion; it was an empowering second that showcased Topicals’ dedication to inclusivity, giving lesser-known creators the prospect to shine alongside established names.
The marketing campaign’s coronary heart was its real strategy, with influencers sharing every day content material on Instagram Tales and TikTok, typically with a candid, behind-the-scenes really feel that made it really feel much less like an advert and extra like actual life.
The marketing campaign didn’t simply depend on star energy; it harnessed the attraction of the #TopicalsTakesBermuda and #TopicalsTurns3 hashtags to create a unified, shareable narrative. The Bermuda backdrop naturally lent itself to aspirational content material, nevertheless it was the genuine voices of the influencers that really made it resonate.
The thrill was plain, producing 3 million impressions throughout platforms and a powerful 5,000 new followers for Topicals on TikTok and Instagram.
Maybe essentially the most stunning final result was the sheer groundbreaking nature of the journey. It marked the first-ever absolutely BIPOC-sponsored model journey in magnificence — an enormous step ahead in an trade that’s typically criticized for its lack of range.
Whereas Topicals was busy reshaping influencer advertising by way of inclusivity, Blue Heaven was making its personal splash by tapping into the guts of India’s festive season. Their marketing campaign for the brand new skincare-infused make-up line, “&”, not solely captured the celebratory temper of Diwali but additionally resonated deeply with magnificence lovers and make-up fanatics alike.
In a market that thrives on culturally vital occasions, Blue Heaven timed this launch to perfection.
The marketing campaign leaned closely on a mixture of macro and micro influencers, with names like Shivangi Joshi and Tejaswi Prakash main the cost alongside a crew of rising stars like Arnakshi Kashyap and Kareena Tekwani. The influencers created “Get Prepared With Me” (GRWM) movies, a tried-and-tested format that’s virtually a love language on Instagram, particularly when paired with festive outfits and wedding-ready glam.
By showcasing easy methods to obtain flawless, glowing seems for Diwali celebrations and weddings, the content material was not solely relatable however aspirational — a key ingredient for fulfillment in magnificence campaigns.
With Instagram as the focus, the marketing campaign took full benefit of the platform’s visible nature to assist shoppers perceive the brand new skincare-makeup hybrid intimately. Viewers weren’t simply watching influencers get glammed up — they have been being educated on the advantages of skincare-infused make-up, all whereas immersed in vibrant, festive visuals that made the content material share-worthy.
The end result? A whopping 8.1 million views and a complete attain of 4.68 million throughout the 45-day marketing campaign.
By tapping into culturally vital occasions like Diwali, Blue Heaven didn’t simply market a product; they created an expertise that resonated deeply with their viewers. The marketing campaign generated constructive sentiment, a rise in followers (10,000 to be actual), and even larger model consciousness.
As we transition from festive glam to transformative self-love, Dove’s Actual Magnificence marketing campaign stands as a pioneer in altering the dialog round magnificence requirements. Whereas different manufacturers could have dabbled in inclusivity, Dove went all in, difficult the unrealistic beliefs of airbrushed perfection by celebrating actual, unfiltered magnificence. And in doing so, they sparked a motion that also resonates immediately.
The marketing campaign’s affect is felt throughout social media, with each macro influencers like Jari Jones (a trans activist and mannequin) and Michelle Elman (a physique positivity activist) main the cost.
These influencers didn’t simply take part; they shared their private journeys with self-love and physique acceptance, making the message not only a slogan, however a dwelling, respiration dialog. Jari’s Instagram posts frequently generate 1.9K engagements, displaying simply how properly these influencers’ tales resonate with their followers. And let’s not overlook the marketing campaign’s viral hits like “Reverse Selfie” and “The Value of Magnificence,” which captured the customarily painful realities behind social media filters.
Dove didn’t cease there. With initiatives just like the #TurnYourBack problem, which inspired girls to reject the unrealistic magnificence requirements fueled by AI filters, the model invited individuals to take possession of their magnificence tales. This wasn’t only a marketing campaign; it was a motion, one which empowered girls to embrace their pure selves.
And the numbers mirror its success: over 9.3 million impressions, tens of millions of shares, and countless conversations round physique positivity.
Simply if you thought all the great magnificence and skincare campaigns have been achieved, we’re hit with a basic – the Boy Forehead from Glossier.
When Glossier launched Boy Forehead, they didn’t simply launch a product—they sparked a viral sensation that hit all the best notes in influencer advertising. By tapping into the micro-influencer goldmine, the marketing campaign took a refreshingly genuine route, bypassing the gloss of mega-celebrity endorsements to succeed in magnificence fanatics the place they actually dwell—on Instagram, with relatable evaluations and genuine experiences.
The fantastic thing about this marketing campaign wasn’t simply within the product; it was within the strategic execution. Glossier well labored with micro-influencers, with followings between 1,000 and 100,000, who shared unfiltered before-and-after photographs, seamlessly integrating Boy Forehead into their on a regular basis routines. This strategy made the product really feel much less like an unattainable luxurious and extra like essential for the on a regular basis magnificence lover.
Glossier didn’t simply ask for likes—they constructed a group, encouraging clients to share their very own outcomes with the hashtag #BoyBrow and #GlossierIRL. It’s the wonder equal of discovering a secret recipe after which texting all your folks about it—besides, you already know, with 130x the media influence.
@glossier @Kelly’s delicate forehead philosophy >>> for a softer, lighter forehead look, kelly makes use of boy forehead arch in shade cool brown + boy forehead in clear for pure definition ➰ #glossier #boybrow #softbrows ♬ authentic sound – Glossier
The numbers communicate for themselves: a 20% spike in gross sales within the first quarter and a viral video drawing 1.5 million views. Discuss brows that make an influence. The user-generated content material was the true cherry on high, remodeling on a regular basis clients into model ambassadors and making Glossier’s viewers really feel like an unique membership of magnificence aficionados.
@freshlengths The @Glossier Boy Forehead Arch launch 💕 I’m so behind however I’m attempting to truly publish the entire movies I took over the previous few months 😅 #glossier #boybrow ♬ Chillest within the Room – L.Dre
In fact, no marketing campaign is with out its bumps—there have been a couple of complaints about product measurement and authenticity, however these barely dulled the shine on what was, general, a flawless launch. Ultimately, Boy Forehead didn’t simply grow to be Glossier’s best-seller—it turned a textbook instance of how micro-influencer-driven campaigns can flip a product right into a cultural second. If you’d like your model to go viral, perhaps it’s time to start out considering small… influencer-wise, that’s.
The Fantastic thing about These Campaigns
These campaigns have confirmed that in immediately’s magnificence and skincare trade, success isn’t nearly creating nice merchandise — it’s about constructing genuine connections and telling tales that resonate.
Whether or not it’s by way of the facility of celeb, the relatability of micro-influencers, or the celebration of range and inclusivity, these campaigns are setting the usual for what influencer advertising can obtain. They’re not simply promoting merchandise; they’re shaping tradition, driving conversations, and galvanizing tens of millions to embrace their private magnificence journey.
As manufacturers proceed to innovate and adapt, one factor is obvious: the way forward for advertising will probably be outlined by authenticity, creativity, and affect that feels real.
Incessantly Requested Questions
What are among the finest influencer advertising methods for magnificence and skincare manufacturers?
In relation to magnificence and skincare manufacturers, influencer advertising methods can differ, however a number of key approaches are inclined to drive success:
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Leveraging Person-Generated Content material (UGC): Encouraging clients and influencers to create content material showcasing the product can construct a way of group and belief.
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Partnering with Micro and Nano Influencers: These influencers typically have extremely engaged, area of interest audiences, making them a robust instrument for magnificence manufacturers in search of extra genuine connections.
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Use of Video Content material: Video content material, significantly on platforms like TikTok and Instagram, permits magnificence manufacturers to showcase merchandise in motion, demonstrating actual outcomes and fascinating with a broader viewers.
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Product Evaluations and Tutorials: Influencers sharing detailed product evaluations or creating tutorials not solely boosts model credibility but additionally gives real-world demonstrations that assist educate potential clients.
How do magnificence and skincare manufacturers discover the best influencers for his or her campaigns?
Deciding on the best influencers on your marketing campaign requires a strategic strategy. Right here’s the way it’s sometimes achieved:
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Viewers Alignment: Manufacturers ought to make sure the influencer’s viewers matches their goal demographic, when it comes to age, pursuits, and buying habits.
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Engagement Fee: A excessive follower depend does not at all times equate to success. It is necessary to deal with engagement—likes, feedback, shares—which exhibits that the influencer has an lively, following.
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Content material Type & Authenticity: Influencers whose content material type aligns with the model’s tone and values are essential. Authenticity is vital in magnificence and skincare, the place belief performs a big position in shopper choices.
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Previous Efficiency: Reviewing the influencer’s previous campaigns, significantly these within the magnificence or skincare sector, provides perception into how properly they may carry out for the model.
What are some current profitable magnificence and skincare influencer advertising campaigns?
A number of magnificence manufacturers have rocked the influencer advertising world just lately with revolutionary campaigns. Among the high examples embody:
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e.l.f. Cosmetics’ #eyeslipsface Marketing campaign: This marketing campaign turned TikTok right into a inventive platform for customers, producing over 7 billion views and changing into a cultural phenomenon.
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d’Alba’s UGC Marketing campaign: Partnering with 93 influencers throughout Instagram and TikTok, d’Alba boosted model consciousness and gross sales within the U.S., showcasing the facility of user-generated content material.
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Fenty Magnificence’s Inclusive Campaigns: Rihanna’s Fenty Magnificence has led the way in which in selling inclusivity by way of influencer advertising, working with numerous magnificence influencers to succeed in a worldwide viewers.
How do magnificence and skincare manufacturers measure the success of influencer campaigns?
Success measurement is essential for evaluating the ROI of influencer campaigns. Frequent metrics embody:
| Metric | Description |
|---|---|
| Engagement Fee | Measures likes, feedback, shares, and general interplay with posts to gauge viewers curiosity. |
| Gross sales Development | Tracks how a lot product gross sales enhance throughout or after the marketing campaign, typically utilizing distinctive low cost codes or monitoring hyperlinks. |
| Model Consciousness | Measured by way of attain, impressions, and mentions, displaying how many individuals have been uncovered to the marketing campaign. |
| Buyer Sentiment | Analyzing how the viewers feels concerning the model post-campaign, sometimes utilizing surveys or sentiment evaluation. |
How can magnificence manufacturers use TikTok for influencer advertising?
TikTok has grow to be a goldmine for magnificence influencer advertising. This is why:
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Viral Potential: The app’s algorithm favors partaking content material, which means inventive magnificence and skincare movies can go viral, quickly increasing model visibility.
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Tutorials and Evaluations: Influencers on TikTok typically create product demos, transformations, and evaluations that instantly attraction to the platform’s viewers, making it preferrred for magnificence manufacturers.
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Hashtag Challenges: Manufacturers can create challenges encouraging customers to share their very own experiences, like e.l.f.’s #eyeslipsface marketing campaign, to extend engagement and construct a way of group.
What position do micro-influencers play in magnificence and skincare advertising?
Micro-influencers have grow to be key gamers in magnificence and skincare influencer advertising as a result of:
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Increased Engagement Charges: They have an inclination to have nearer, extra private relationships with their viewers, resulting in larger engagement charges than macro-influencers or celebrities.
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Area of interest Audiences: Micro-influencers typically cater to area of interest markets, which permits magnificence and skincare manufacturers to focus on particular buyer segments extra successfully.
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Value-Effectiveness: Partnering with micro-influencers is often extra inexpensive than working with high-profile influencers, offering manufacturers with a possibility to work with a number of influencers inside their price range.
Concerning the Writer
Author
Dan Atkins is a famend web optimization specialist and digital advertising guide, acknowledged for enhancing small enterprise visibility on-line. With experience in AdWords, ecommerce, and social media optimization, he has collaborated with quite a few companies, enhancing B2B lead era methods. His hands-on consulting expertise empowers him to impart superior insights and revolutionary ways to his readers.
