Great news for emerging beauty brands! Sephora, which is owned by LVMH, has just announced a partnership with TikTok. As part of Sephora’s Accelerator program, the selected brands will be paired with a popular TikTok content creator. This partnership will provide these brands with an opportunity to learn from some of the best in the business, including #Beautytok creators such as Amy Chang, Rocio Lopez-Jimenez, and Nyma Tang. With a combined following of over three million people, these creators will provide their insights on content creation with the up-and-coming brands.
In press about the partnership, Sephora’s vice president of marketing and social influencers stated, “Brands that have a savvy understanding of creator-led social media and creator relations have a clear advantage in not only conceptualizing beauty content that resonates with their audience but also in building genuine connections.”
In recent times, the influence of content creators capable of creating authentic content has become more valuable than ever for beauty brands. The impact of influencers on the beauty market has been noteworthy, as demonstrated by creator Trinidad Sandoval’s viral post in 2021 featuring a Peter Thomas Roth eye cream. This post caused the product she was demonstrating to sell out, highlighting the power of influencer marketing. Notably, Sandoval created the content spontaneously as a genuine fan of the product.
As the world of marketing continues to evolve, it’s clear that the role of content creators capable of conveying realness will remain important for brands looking to connect with their audiences in a meaningful way.