Social-media buzz from Retail & Tech No 26

BW Confidential checks out what is making a splash on social media: Beauty Bay’s #WorkItFromHome 

UK beauty retailer Beauty Bay launched a social-media challenge to promote its namesake brand’s new line of lipsticks.

Called #WorkItFromHome, the retailer partnered with social-media beauty influencers from the UK, France and the US, such as Abby Roberts, Sanaa El Mahalli and Jacinda Pender. The three have a collective TikTok following of 15.4 million as of December 18.

The videos see users try on the different matte shades, set to the Beauty Bay-produced hashtag’s music, and include the lipstick’s name typed out on the screen. The challenge also functions as a giveaway. Users can enter to win the full lipstick collection by following both Beauty Bay’s and the creator’s TikTok accounts, in addition to leaving a comment on the influencer’s #WorkItFromHome post.

The retailer has also posted several of the videos on its Instagram via Reels, but is not running the same giveaway challenge it launched on TikTok.