Social-media buzz from Retail & Tech No 29

BW Confidential checks out what is making a splash on social media: Labello #LabelloKiss TikTok Challenge

The TikTok-based challenge from Beiersdorf-owned brand Labello sees users apply their favorite Labello lip product, blow someone a kiss and show the other person catching it. The brand will pick a select few who will win a set of Labello products. The initiative is currently from Labello’s France TikTok account.

The brand partnered with three French lifestyle and comedy influencers and the hashtag had 26 million views on TikTok as of January 22. #LabelloKissChallenge is the first TikTok challenge from the brand’s French operations, and the only video currently on its TikTok account.

Although the hashtag has millions of views, not all videos feature the Labello brand. Some users either use a Labello chapstick with another brand’s lip product, like a lipliner, or use a different brand’s lip product altogether.