Avon, owned by parent company Natura & Co, made its TikTok debut with a hashtag challenge it’s calling #LiftLockPop. This social media campaign supports the company’s launch of Unlimited Instant Lift Mascara and turns to key beauty and lifestyle influencers to demonstrate the product and encourage other TikTok users to try it out and share their experience.
This new approach is an effort to reach a new and different audience than the company has historically attracted.
“This is a really exciting chapter in Avon’s digital story as we harness social platforms to demonstrate Avon’s relevance in the beauty world as well as offer creative and fun content for viewers,” said Hannah Lally, Head of Beauty at Avon. “#LiftLockPop is a fun and visual campaign that brings Unlimited Instant Lift Mascara to life to an audience that may not have considered Avon as a beauty destination but will now see that we offer competitive, on trend beauty products at the click of a button. TikTok is an ideal platform for Avon to share its beauty, purpose and people stories that make us one of the world’s most loved beauty brands.”