TikTok Beauty Month | Reclaim Joy

Summary:
TikTok's "Reclaim Joy" campaign, in collaboration with Ulta Beauty, marked a significant movement in the beauty industry. This initiative leveraged the unique influence of TikTok in reshaping beauty narratives, focusing on inclusivity, self-expression, and the joy of authentic beauty. By challenging traditional norms and celebrating diversity, "Reclaim Joy" not only engaged the community but also propelled a new discourse in the beauty space. It underscored the role of TikTok as a transformative platform where new beauty standards are not just visualized but lived and experienced by a diverse, global audience.

Innovation & Impact:

The true innovation of the "Reclaim Joy" campaign lies in its ability to leverage TikTok's unique platform for creating a new beauty narrative that resonates deeply with a diverse, global audience. The movement redefined the beauty space by integrating creator-led content, immersive digital experiences, and interactive live events, demonstrating the power of inclusive and empowering storytelling.

• Over 285M views and impressions, showcasing TikTok's influential role in the beauty space.

• First-ever brand partnership with Ulta Beauty for TikTok Beauty Month.

• Creation of a transformative digital and physical presence, including a significant display in Times Square.

• The successful hosting of IRL celebrations in NYC and LA, promoting community engagement and the joy of beauty.

• Utilization of TikTok For Good, generating over 44M views and emphasizing beauty's role in societal impact.

• Launch of the Personal Aura Branded Effect, encouraging personal expression through AR technology.

  • Aura Branded Effect had over 20M views, 45M impressions and over 5k videos created

Key Roles:

• Jarek Carethers, TikTok Head of Creative Innovation

• Lauren Birnbaum, Head of Partnership Solutions

• Lex Greene, TikTok Head of Creative Innovation

• Lauren Wexler, Media Lead

• Kelsey Reitz, Sales Lead