L’Oréal is partnering with TikTok to sell its products on the app via #TikTokMadeMeBuyIt branding. TikTok has led the rise of social shopping over the past two years, thanks in part to the user-generated hashtag #TikTokMadeMeBuyIt, which has a whopping 10.7B views and is a top way young consumers are finding out about and buying viral products. L’Oréal is tapping this social commerce goldmine by offering creator-curated gift boxes exclusively available in the U.K. via the #TikTokMadeMeBuyIt hashtag. While TikTok has been upping its social shopping game lately, this marks the first time it’s putting its own branding on another company’s product. YPulse’s WE shopping and retail research found that nearly half of young Europeans want to shop via social media, and 69% say that online shopping should be an experience. Meanwhile, TikTok is continuing to explode in popularity among young consumers and is officially the top place trends are born, giving brands like L’Oréal that move into the space an edge among these generations. (Digiday)
