This is WHY Kylie Skin, Fenty Beauty, Glossier and Sephora use MICRO INFLUENCERS in their marketing

TikTok has emerged as a powerhouse platform for branding and marketing, which is leading industries to evolve traditional advertising methods. With the rise of micro-influencers, it is now easier for small businesses to enter this realm of marketing effectively. Influencer marketing is a trend that is here to stay, and for cosmetics brands, it holds significant potential. TikTok's platform is the most used app for creating short-form, bite-sized videos that have a broad audience base. For a brand to get their message across to millions of users, here are some examples of effective micro-influencer campaigns for cosmetics.

Kylie Skin

When it comes to cosmetics, Kylie Jenner's skincare line "Kylie Skin" is a top-performing brand. Their campaign on TikTok used micro-influencers to promote a product, where the selected influencer had to showcase their skincare routine while using each product from the skincare line. The campaign was a success, with the hashtag #kylieskin clocking in a massive 78.7 million views.

Fenty Beauty

Rihanna's infamous brand, Fenty Beauty is known for its inclusive brand philosophies. The brand came up with a TikTok challenge that featured the use of their new mascara. The challenge was named "What's Your Style?" and had different makeup looks as prompts. The users would make a video showcasing their talent, using the Fenty Beauty's mascara. The campaign went viral, with the hashtag #fentybeauty garnering a massive 161.3 million views.

Glossier

Glossier is a cult-favorite beauty brand known for its minimalistic and natural approach to makeup. They turned to TikTok for a product launch campaign for their new eye cream. The challenge for micro-influencers was to showcase their "finishing touches" makeup look with the Glossier eye cream. The campaign was immensely successful with the hashtag #glossier garnering 87 million views.

Milk Makeup x Micro Influencers

Milk Makeup has embraced TikTok in a big way by collaborating on numerous micro-influencer campaigns. The brand has partnered with micro influencers like Abby Roberts (@abbyroberts) and Hau Nguyen (@hauthenticto) create innovative content around Milk Makeup’s products. Their creativity has resulted in a significant buzz for the brand, and this also helps the brand reinforce their position as a youth-friendly and trendy beauty partner.

Tarte Cosmetics x Unkwn On Air (@unkwnonair)

Last year, Tarte Cosmetics launched a partnership with music media company Unkwn On Air (@unkwnonair) to engage their Gen-Z audience in a unique and creative way. The brand worked with 13 TikTok micro-influencers to host a digital ‘camp’ weekend featuring daily product activations and educational beauty classes that created a buzz around their new product launches. The campaign was shot by the micro-influencers on their own devices and resulted in over a million views.

Sephora x Angel Merino (@mac_daddyy)

This is one of the most high profile campaigns to come out of the TikTok micro-influencer space. Angel Merino, otherwise known as Mac Daddy, is a prominent beauty micro-influencer with over 3 million TikTok followers, and Sephora was quick to take note of his massive reach. In 2020, Sephora partnered with Merino for an exclusive collaboration for a range of makeup products. The campaign consisted of in-store and digital experiences generating significant returns.

Micro-influencers are proving to be an effective way to leverage TikTok for cosmetic brands. Their unique and niche positioning can create a closer connection with their followers. The influencers perfectly align with the brand's philosophy, creating a trust-worthy environment for users to try and engage with the product. These brands effectively used micro-influencers wherein the campaign methods ranged from product usage to hashtag challenges. If used correctly, micro-influencer marketing on TikTok can work wonders for brands of all sizes, making it a trend that will continue to gain momentum.

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