Beauty company Avon has made its debut on social platform TikTok in a bid to reach a new audience.
The brand has teamed up with global creative and media agency VaynerMedia London to launch #LiftLockPop, a branded hashtag challenge. It will promote Avon's new Unlimited Instant Lift Mascara, where users can try on the product through their smartphone screens and watch the product's lift and lock transformation.
The #LiftLockPop challenge will use fashion, beauty and lifestyle influencers, along with well-known TikTok creators, such as Scarlett Moffatt from Gogglebox, to demonstrate the product's benefits, encouraging TikTok users to show off their looks and ‘take their lashes to new heights’.
“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.”