The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 13th Annual Shorty Awards

TikTok Gloss Invasion

Entered in TikTok Partnership, TikTok


To acquire new fans to lovers of gloss by introducing an exciting new gloss formula, Gloss Bomb Cream, to Gen-Z in a fun and catchy way.

Strategy and Execution

To kick off the launch of #GLOSSBOMBCREAM, Fenty Beauty to launch an upbeat song on TikTok that offers creators a new and uplifting way to showcase their beauty content. 

Amplifying the message with Tik Tok Influencers, including mega influencer, Bretman Rock, to exclusively drop the Gloss Bomb Cream song for 12 hours on TikTok.


We created really sticky content by pairing gloss application with music that stuck in your head, and it drove insane sales to and Sephora sites during the most competitive sales period during the year, the holidays. 

Rihanna led the charge in inspiring an audience to use the song and upload their #GlossBombCream videos.

Organic views: 18.1M views

765 users/videos


Entrant Company / Organization Name

Fenty Beauty


Entry Credits