![]() ![]() ![]() When a trend begins to spike, K18 invests in gifting the creators who made the original trend videos to ensure K18 continues to show up, Miller says. ![]() ![]() “Whether it’s showertok, hairtok or ‘TikTok made me buy it’, we are consistently seeing the support from TikTok as creators mention us organically in these trending videos.” “We’ve seen huge success when it comes to the correlation between TikTok trends in general and an uplift in brand interest and awareness,” says the brand’s senior VP of marketing, Michelle Miller. US-based haircare brand K18 also regularly appears in showertok videos, and it has sent some products viral, including the brand’s leave-in molecular repair hair mask, pH maintenance or detox shampoo and molecular repair hair oil. The showertok messaging was also the lead narrative for email blasts and press comms, helping to put the product into the context of shower routines and the everything shower.įenty Beauty did a showertok inspired event to align its products with the trend Photo: Fenty Beauty The estimated reach across the influencers’ 54 posts was 8.2 million people, Seen says. With showertok still a prevailing trend, Seen Group worked with Fenty to hold a launch event for influencers in London hotel Sea Containers, with treatments and branded showers, so guests could create content inside. In June, Fenty Beauty launched Cherry Dub Triple Action AHA Body Scrub, which has a fuchsia, grainy texture and a cherry scent that fills up the room when it mingles with steam. “They might already be naturally talking about your product, and being very authentic and kind of taking up space in an environment that's actually welcoming to you, rather than force feeding people a trend that they don’t necessarily want.” “It’s a matter of going to where your consumer or your audience is, playing in an arena that they're already really enjoying,” she says. Now, her work is centred on spotting trends early and if they’re a fit, using them as the basis for brand mailouts, campaigns or events. Seen Group’s clients include Avène, Fenty Beauty, Aesop and Kiehl’s. (The product rolled out to the UK in April this year.) According to Spate, Naturium bodycare receives 5,400 average monthly Google searches, up 203.2 per cent on 2022.īefore the rise of TikTok and consumers launching their own trends, Suzanne Scott, associate beauty director at communications and brand consultancy Seen Group, remembers trying to coin trends or buzzwords around brands’ products. Naturium has sold 500,000 units of The Glow Getter Multi-Oil Body Wash since its launch in January 2022. Pinterest, which is increasingly becoming a barometer for Gen Z trends, predicted shower routines would be a trend for 2023, after analysing people’s saves and pins in 2022. #Everythingshower has an average of 7 million views a week on TikTok in the US alone (up until week ending 27 August), according to beauty analytics firm Spate. In the Vogue Business TikTok Trend Tracker, created using exclusive data from TikTok, #showerroutine was a top trending hashtag in June 2023, while #bodywash was one of the top trending hashtags in July of this year. It hit over 9 million views and 2 million likes. In March, TikTok mega influencer Alex Warren posted a video of his influencer fiancé Kouvr Annon explaining what an everything shower is. Shower content first appeared on social media at the end of 2021, with users discussing simple shower routines and mass market product recommendations from labels like Dove. They showcase the many products used along the way on #showertok, and brands are finding an opportunity to cash in. What’s in your “everything shower” routine? For TikTok creators, it’s the most intensive and multi-stepped shower of the week, with videos breaking down belaboured routines complete with exfoliators, hair masks, multiple shampoos, deep conditioners, shaving creams, oils, body washes, moisturisers and self tanners. To receive the Vogue Business newsletter, sign up here. ![]()
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