Revlon is “getting serious” about TikTok. As more and more drugstore beauty brands join TikTok, Revlon is “tweaking” their marketing strategy specifically for Gen Z. Earlier this month, they launched the #DoItBold challenge (which currently has 4 billion views), their first “brand awareness-focused challenge” featuring influencers like Loren Gray, Abby Roberts, and Micah Couwenhoven. They also partnered with Movers+Shakers for an original song. The challenge asks for users to embrace living boldly and leaves it up to them on what they choose to share. While the brand previously created challenges to promote specific product launches, it’s now focused on “singularly amplifying itself among Gen Z.” (Glossy)
