• Rachel Maxwell

Avon, the global beauty company, has made its debut onto TikTok as it pushes forward with its impressive digital transformation journey. The brand is built on a long and trusted model of social selling and over the past 12 months, responding to the Covid-19 pandemic, has accelerated its omnichannel experience enabling customers to have more flexibility in the way they shop. A TikTok presence will help Avon reach a new audience with engaging content that showcases the brands competitive 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 innovation, 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 campaign, created by VaynerMedia London, capitalises on TikTok being both the home of cultural entertainment and a new destination for authentic beauty content to engage a new audience. Launching on April 9th 2021, the #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. You can find the campaign live on Avon UK’s TikTok Hashtag challenge page here.