THE WHAT? As part of its ongoing digital transformation journey, Natura &Co-owned Avon has made its debut on TikTok.

THE DETAILS Avon’s inaugural TikTok campaign is a Branded Hashtag Challenge #LiftLockPop, supporting its latest launch, Unlimited Instant Lift Mascara. The campaign, created by VaynerMedia London, employs key beauty, fashion and lifestyle influencers to demonstrate the product’s benefits and encourage users of the social media platform to show off their looks.

THE WHY? A TikTok presence will help Avon reach a new audience with engaging content that showcases the brand’s competitive beauty innovation as well as ease of access to buy. Hannah Lally, Head of Beauty at Avon says, “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. #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.”