Revolution Magnificence leans on TikTok to incubate its subsequent huge influencer – Shiny

Revolution, the UK-based trend-driven beauty company, has launched a massive global TikTok campaign to incubate its next big influencer.

In a hashtag challenge campaign that began on March 28, people can showcase their makeup talents using the hashtag #CreatorRevolution in three different themed areas. The themes are “Glow”, “Sink or Swim” and an unknown third challenge in June. Working with TikTok to promote the campaign between April and June, participants will be limited to 30 people through September before a winner is announced in October. The winner will receive $ 100,000, create a line of products using Revolution, and join the TikTok Creator Marketplace.

Revolution is sold in 40 markets including India, Denmark and South Africa. It is sold in the US through Ulta Beauty,, and Target. According to a 2019 WWD story, the brand was well on its way to generating over $ 500 million in retail sales across its four branded franchises, Revolution, Revolution Pro, iHeart, and Revolution Skincare. Revolution has since added hair care products and will introduce fragrance and tan in 2021, said Adam Minto, founder of Revolution. In 2017, the private equity company TSG Consumer Partners took a minority stake in the company. Minto declined to indicate the investment in the TikTok campaign, citing only that it was “hundreds of thousands of dollars”.

“We believe that TikTok is currently everything we are as a brand. It’s about real beauty and real talent, and we love that people can transform, ”said Minto. “Unlike YouTube, where it is really difficult for people to create their subscriptions [to the point] Where we’d notice them, TikTok makes this discovery in its infancy much easier. “

A winner will be selected from the entries for the hashtag challenge over the next three months. The 5-10 judges include TikTok inventor Abby Roberts, who has over 16 million followers and often works with Revolution. The criteria are based on both creativity and commitment. Revolution hired over 10 paid influencers to promote the campaign, and Minto said it expected this to be an annual competition.

Influencers are still at the heart of digital marketing. Over time, brands have sought to tap into aspiring developers to build relationships early on. Benefit Cosmetics, Elf Cosmetics and Sephora have understood how to incorporate this methodology into their influencer strategies.

“The partnership with Creator Revolution embodies the shared values ​​of TikTok and Revolution: beauty for everyone, beauty as entertainment and [that] Creators are the lifeblood of our two brands, ”said Antonia Baildam, Head of Beauty Brand Partnerships at TikTok.

The campaign contains offline and digital omnichannel components. Revolution will republish selected videos on its own TikTok as well as on the DTC e-commerce website and on Instagram, Facebook and YouTube. In-store shoppers can scan TikTok QR codes in gondolas to watch videos and track the progress of the competitions.

“[This campaign] allows us to tell the story of a co-creation and how easy it is not. It’s very engaging and takes a lot of work and effort, ”said Minto. “We love the word ‘experiment’ because that is exactly you [are on] Tick ​​tock. You don’t know what’s going to happen. “

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