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Estée Lauder has entered the TikTok arena.

Jun 14 2021

Estée Lauder has entered the TikTok arena. Until recently, the presence of luxury skin care brands on TikTok has been minimal. Now, Estée Lauder is making its TikTok debut with its #NightDoneRight hashtag challenge, partnering with 11 content creators to educate consumers about taking care of their skin at night. Estée Lauder’s SVP of consumer marketing notes that the brand isn’t looking at TikTok as a way to engage with its existing audience; it’s using the app to build a community of young people through the content they love most. Before launching its brand account, Estée Lauder had been carefully watching TikTok to understand what type of content performs best, and is now appealing to Gen Z and Millennials by producing fun videos and collaborating with “skinfluencers” and “ASMRtists.” YPulse’s Social Media Deep Dive trend data shows that 65% of Gen Z and 53% of Millennial TikTok users visit the app for entertaining content, and it’s important for brands who are already on TikTok, or are looking to make their debut, to understand how young people are engaging with one of their favorite platforms. (Glossy)