L’Oréal has partnered with TikTok for the social media firm’s #TikTokMadeMeBuyIt campaign.
Fans of the French beauty brand will be able to purchase items endorsed by TikTok influencers via the social media app. L’Oréal will be the first brand to be featured in the e-commerce campaign.
The dedicated hashtag has racked up now racked up 10 billion views and has enabled L’Oréal to build up a viral buzz around its products as the platform’s influencers market its products directly to their large follower bases.
All items featured in the #TikTokMadeMeBuyIt campaign are currently available on the TikTok Shop UK, having personally selected by influencers to create their own, unique product selection boxes.
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“Our partnership with TikTok enables us to continue to invent and reinvent the e-commerce experience,” L’Oréal UK and Ireland CMO, Lex Bradshaw-Zanger said.
“Where much of e-commerce today has been a very functional experience, and driven by more rational shopper missions like replenishment, TikTokMadeMeBuyIt has brought the excitement of product discovery in partnership with creators to a full funnel online experience.
“Removing the friction of entertainment discovery and purchase into a single, smooth consumer journey.”
Various L’Oréal subsidiaries have featured in the campaign, namely Garnier, Maybelline, L’Oréal Paris, NYX Professional Make-Up and Essie.
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