Social-media buzz from Retail & Tech No 16

BW Confidential checks out what is making a splash on social media: Make-up talks

The trend sees users apply make-up and tell stories in a one-minute time frame on short-video social media platform TikTok.

Users tell outlandish personal stories, ranging from difficult customers at work incidents to dating and relationship anecdotes while applying make-up. In some cases, the make-up corresponds to the story, like users drawing on clown-like make-up to anecdotes to where they were made to feel like a fool.

Since TikTok’s format only allows for one-minute videos, some users will post a part two. The part two usually sees them concluding their story and shows them taking off their make-up, from removing false lashes to wiping off make-up and applying their skincare routines.

Others use pre-recorded sounds to lip sync to while doing their make-up. Most of the sounds include motivational talks aimed at young women, discussing self-esteem and self-worth.