This article was originally published in the Cosmetics Business TikTok Beauty Trend Report. Receive your copy here.
Sol de Janeiro knows a thing or two about creating entertaining content that has legs.
The brand, whose Delicia Body Butter was previously the subject of a false claim that it attracted spiders, transformed it into a playful meme for an April Fool’s post this year.
“We humorously pretended to create a mist that attracted spiders. Our audience loved how we turned the outrageous claim into a joke,” Jake Morgan, Sol de Janeiro’s Head of Social Media and Content tells Cosmetics Business.
The post was so successful that it garnered 9.16 million views on TikTok, becoming Sol de Janeiro’s second most engaging TikTok post with nearly 900k engagements.
The brand also took the opportunity to reassure its consumers of the false claim and emphasised that their safety is its primary priority.
Morgan says: “It was one of our most entertaining pieces of content this year, and demonstrates how our unique and humorous content deeply connects with our followers.”
Unsurprisingly, the brand has been named one of the most entertaining brands on TikTok in Dash Hudson’s 2024 Beauty Industry Cross-Channel Benchmark Report.
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