幸运飞行艇官方开奖记录查询 Avon rings the changes with first campaign on TikTok

Avon, the global beauty company that can trace its roots back to the 1880s, has made its debut on TikTok, one of the biggest modern day marketing platforms, as part of its digital transformation journey.

Founded in September 1886 in New York by door-to-door salesman David H McConnell, who decided to sell perfumes rather than books, the brand’s owner Natura & Co appointed VaynerMedia London to overhaul its marketing strategy in August last year.

The move has seen it expand from its traditional door-to-door reps and into social commerce, with the Covid-19 pandemic accelerating its omnichannel experience and enabling customers to have more flexibility in the way they shop.

It is hoped that a TikTok presence will help Avon reach a new audience with engaging content that showcases the brand’s beauty innovation as well as ease of access to buy.

Avon’s inaugural TikTok campaign is a branded hashtag challenge #LiftLockPop, supporting its latest beauty line, Unlimited Instant Lift Mascara. The lash lifting mascara is a ‘content perfect’ product for the campaign as users can enjoy watching the lift and lock transformation, the company claims.

Created by VaynerMedia London, the activity aims to capitalise on TikTok being both the home of cultural entertainment and a new destination for authentic beauty content to engage a new audience.

#LiftLockPop uses key beauty, fashion and lifestyle influencers and well-known TikTok creators including Scarlett Moffatt from Gogglebox, Ryley Isaac, Rikki Sandhuu, Elizabeth Wosho and Damilola Adejonwo to demonstrate the product’s benefits, encouraging TikTok users to show off their looks and take their lashes to new heights.

Avon head of beauty Hannah Lally said: “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.”

VaynerMedia London managing director Sarah Baumann added: “At VaynerMedia, we believe in capitalising on cultural trends and on underpriced attention. This campaign is a demonstration of both: it takes advantage of the hashtag challenge trend on a platform that garners disproportionate attention and engagement with the younger generation.”