L’Oréal UK & Ireland in 'global first' #TikTokMadeMeBuyIt e-tail campaign

By

Sandra Halliday

Published
Mar 25, 2022

L’Oréal UK and Ireland is “creating a new e-commerce experience” in a link-up with TikTok, via the launch of its new #TikTokMadeMeBuyIt campaign as it continues to seek innovative and enjoyable ways for consumers to shop online. 

It means shoppers in the UK will be able to buy “creator-endorsed product selection boxes directly in the TikTok app, powered by TikTok Shop”. 

L’Oréal is the first brand to use the official #TikTokMadeMeBuyIt branding with the move following success for the French giant’s assorted labels on TikTok Shop. Now Garnier, L’Oréal Paris, Maybelline, NYX Professional Make-Up and Essie will be available to buy in the UK through the new creator-chosen product boxes.

The beauty specialist said that the #TikTokMadeMeBuyIt phenomenon “has created viral interest in recent launches from L’Oréal brands and the hashtag itself has over 10 billion views on the platform, with creator-recommended products rapidly reaching audiences at scale”. 

It said the new collab “capitalises on viral interest in products and creates a seamless purchasing journey for customers”.

Importantly too, the brands are also working with “creator partners” such as Kirsty Bell (@kirsty.bell) and Dolli (@dolli.glam), who’ve each curated gift boxes available exclusively on TikTok Shop in the UK.

And the group is holding a week-long festival of live beauty events featuring popular creators, with over 100 hours of live content.

Its UK and Ireland CMO Lex Bradshaw-Zanger said the link-up allows it to “continue to invent and reinvent the e-commerce experience. 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.”