Why TikTok is your perfect beauty match with a diverse and mature audience
Supercharging your brand on TikTok
Leveraging our product offerings to get greater brand results
In conversation with brands Talking brand success with impact, pairing your beauty brands with their perfectly matched solutions
Disclaimer: we presented some insights which we cannot include here for confidentiality reasons. Please reach out to your TikTok rep to get the juicy details!
An Evolving Beauty Audience
Session Summary
TikTok has fundamentally changed how consumers learn and shop for beauty. Our users aren't just passively browsing, they exhibit active intent. It’s people searching, learning, and buying. And we've seen our audience age up significantly, with an almost equal split of Gen Z, Millennials and Gen X. And we're also seeing rising interest in beauty from males on the platform. Brands not connecting with them are depriving themselves of a market that's mature, moneyed and very willing to pay.
What’s interesting is that while this audience is becoming more diverse and mature.Their beauty needs are remarkably similar. From being concerned about ingredient efficacy to their belief in aging well and treating beauty care as healthcare - as well as indulging in little everyday luxuries. We dived deeper into two key needs those of anti-aging and luxury and shared some interesting insights that emerged.
Key insight Takeaways
86% 89% 2in5 69% have taken some form of action* after seeing a products or services on TikTok1 are looking to treat antiaging concerns when it comes to skincare2 Are over the age of 353 agree that
Supercharging your brand on TikTok
Session Summary
Our research has shown TikTok unlocks brand growth by delivering incremental impact. We also see that leveraging multiple products delivers greater effectiveness.
1.7x Higher ROAS for paid media on TikTok for CPG brands vs measured TV average2 .
Source: TikTok Marketing Science, CPG Media Mix Model MetaAnalysis, UK, Conducted by Nielsen, 2022.
Smart+ Space NK
Space NK’s first time using Smart+ to maximise ROAS
The Objective
Space NK's aimed to enhance cost efficiency, maximise their return on ad spend (ROAS), and achieve a lower cost per acquisition (CPA) amid the seasonal surge during the Black Friday shopping surge
The Solution
Focused on driving purchases, capitalising on TikTok's extensive reach and nuanced targeting capabilities, ensuring that their message resonated with the most receptive users during this high-demand shopping period.
The impact of implementing TikTok's Smart+ solution was evident when comparing its performance to manual campaign setups during the key holiday shopping period in the same year - and the results speak for themselves.
The Results
Space NK’s Smart+ campaign boosted sales and drove:
