Social-media buzz from Retail & Tech No 25

BW Confidential checks out what is making a splash on social media: #ChillEnMaybelline

L’Oréal-owned Maybelline launched a TikTok-based campaign for the French market called #ChillEnMaybelline, which encourages users to show off their best make-up. With the country in a second national lockdown, the challenge claims that users can still chill at home and use make-up, despite limited social interaction.

The campaign urges users to put on their favorite pyjamas and post their best make-up look with Maybelline products. The brand also produced and posted its own sound for the initiative.

#ChillEnMaybelline also doubles as a contest. The brand will choose the five best TikToks, with the content creators winning a spot in Maybelline’s next campaign, in addition to winning prizes like the Tattoo Liner and Matte Ink lip gloss, plus branded loungewear.

The company partnered with several popular French TikTokers including Diego Ferez, Lisa Lautner, Esther Luxey and Nina Ishou, among others, who all posted videos in early December. The content creators have a total of 6.6 million TikTok followers.

The #ChillEnMaybelline hashtag had 137.5m views on TikTok as of December 11.