Social-media buzz from Retail & Tech No 20

BW Confidential checks out what is making a splash on social media: Nyx Cosmetics #dollhousechallenge

L’Oréal-owned Nyx Cosmetics launched the make-up-based #dollhousechallenge in time for Halloween, inviting users to share haunted doll-like make-up looks across Instagram and TikTok.

The trend has gained more traction on TikTok with the hashtag garnering 1.7 billion views as of November 6. Several social-media beauty gurus took part in the challenge, including British singer Anne-Marie. The brand used the campaign, which it calls the Nyx Professional Make-up Haunted Dollhouse, to highlight its Matte Setting Spray.

Videos see users with no make-up spray on the Nyx setting spray and “transform” into horror-inspired dolls. Most have cracked, porcelain-like features, thanks to foundation and black eyeliner, drawn-on buttons and sewn-shut mouths.

While Nyx initiated the hashtag, it has taken on a life of its own on the social-media platform. Users have started using the tag to sounds associated with other TikTok-based make-up trends, like the Make-up Talks trend or the 10 seconds vs 2 hours challenge, which were both popular earlier this year.