Pure Beauty

L’Oréal taps TikTok for social selling pilot

By Becky Bargh | Published: 2-Jun-2021

Centenarian beauty company has enlisted app’s social selling capabilities for Garnier and NYX Professional brands

Beauty giant L’Oréal has become the latest beauty brand to utilise TikTok for its social selling capabilities.

As part of the pilot partnership, beauty shoppers will be able to get their hands on select products from L’Oréal’s Garnier and NYX Professional without leaving the social media app.

The brands will showcase the products via their account pages, which can be used as a perusing landing page for prospective buyers.

“Social commerce is truly the next frontier for beauty sales, after live streaming and live shopping,” said L’Oréal UK & Ireland’s CMO Lex Bradshaw-Zanger.

“Connecting the already enormous influencer and creator community with the ability to make sales through TikTok is a step forward in improving the consumer experience, linking content to commerce and creating a more fluid and seamless purchasing experience for our customers.

L’Oréal taps TikTok for social selling pilot

“As we continue to develop our brand experience online and innovate with our partners, leveraging creator content alongside that of our brands is extremely important; TikTok has offered a great opportunity for us to leverage the power of advocacy through our creator partners, bringing our products to the customer, wherever they are.”

Driven by its short-form video content, TikTok’s selling opportunities have seen huge growth over the last 12 months, as more shoppers turn to online.

According to Bazaarvoice, TikTok reported three times the growth of shopping on social media darling Instagram and giant Facebook, with a 533% hike in sales via the platform.

And beauty brands in abundance are enlisting the Chinese-owned platform as a way to reach shoppers through new mediums of social commerce.

E.l.f. Cosmetics and Fenty Beauty are among the primary brands that have fully embraced TikTok as a major marketing tool, by using the space to create hype around new product launches.

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