Objectives

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.

Results

We created really sticky content by pairing gloss application with music that stuck in your head, and it drove insane sales to FentyBeauty.com 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

Media