According to Lubomira Rochet, the company’s chief digital officer, social commerce is a growing focus of L’Oréal’s digital endeavors around the world. And Walmart’s TikTok shoppable endeavors are attracting interest from others, including Procter & Gamble Co., which are running a TikTok ad supporting the launch of Slate by Gillette, a new brand of disposable razors available exclusively from Walmart.
“This was an idea from the Gillette team, who knew the TikTok audience would be a good match for the Slate and Walmart consumers we want to reach,” says a P&G brand spokeswoman.
While the December event was more of a shoppable variety show, Morrison and her 3.5 million TikTok followers will lead a group in a 60-minute beauty tutorial with beauty tips and information on trends that are more the standard beauty -Influencer tariff match. The selection of participating brands came from a mix of input from Walmart dealers and the participating developers, says White.
Brands didn’t buy into this livestream, he says. “We think authenticity is important to our customers and to TikTok employees. At some point this could be a path we will go, and we will explore our path to get there. “
TikTok takeover on hold
Walmart’s growing TikTok presence comes from the fact that the company’s pending involvement in the social platform remains pending. The Wall Street Journal reported last month that the Biden administration tabled a contract proposal under which Walmart would join Oracle as part of an ownership group that will put TikTok on hold in the US while it continues the Trump administration’s efforts to address security threats checked by Chinese tech companies. The Chinese government would also have to sign the deal.
None of this diminishes Walmart’s appetite for TikTok marketing or social commerce. “We are certainly seeing the content of the trading floor continue to grow and evolve,” says White. “Social commerce as part of this is the place that has really taken off lately. And even in the area of social commerce, we consider the live stream to be purchased as the next wave. It’s big in China, but it’s created here. We want to be at the forefront of innovation and help shape this space for the industry. “
TikTok is vital because of its rapidly growing usage, says White. “As App Annie noted, consumers will spend 21.5 hours a month on TikTok. That’s a lot of time. People spend more time there than in many places on the Internet than anywhere else they are in person. And we want to be there for you. “
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