Social-media buzz from Retail & Tech No 82

BW Confidential checks out what is making a splash on social media: L’Oréal Paris Infallathon

L’Oréal Paris hosted a pop-up event in Los Angeles, California last weekend to highlight its Infallible cosmetics range.

The event was livestreamed on the brand’s TikTok account and featured a string of TikTok creators. The day included talks with influencers, such as Mikayla Nogueira and a live demonstration by make-up artist Sir John Barnett.

The space also included photo opportunities with Los Angeles-themed backdrops, in addition to live performances from TikTok creators, including dances and art demonstrations.

The pop-up highlighted products that gained popularity on TikTok over the past year, including the Infallible 24H Fresh Wear Powder Foundation. The product trended on TikTok as users posted product reviews applying the powder and showing its coverage.

The event showcased the entire Infallible range, including the Infallible 24H liquid foundation, and played on its popularity on TikTok. For example, in a video promoting the day on social media, L’Oréal Paris posted images of the product and reviews with the phrase, “One year of swipes, still worth the hype.”

The powder foundation gained popularity in the #TikTokMadeMeBuyIt hashtag last year. The hashtag currently has 9.9bn views on the social-media platform.

The hashtag is part of a trend that sees users look for both entertainment and community from brands on social media, according to TikTok’s What’s Next report. Some 73% of users feel a deeper connection to brands they interact with on TikTok compared to other platforms, according to the report.

Meanwhile, 78% agreed that the best brands on the platform are those that share their ideas and work with users. Additionally, 67% of users said that TikTok inspired them to shop even when they were not looking to do so.