Benefit is using TikTok Shop to promote its latest mascara launch. The beauty brand’s new mascara, Fan Fest, is exclusively available on the social media app’s shopping platform until July 28, and then will become available at Benefit’s retail partners, its own retail, and on ecommerce channels. The brand was one of TikTok Shop’s earliest tester companies, so this partnership is certainly under pressure to live up to the hype by making Benefit’s latest product take off. Benefit’s senior director of U.S. marketing communications explains that teaming with TikTok is a smart move since so many customers come into stores asking “Where do I find this? I saw it on TikTok.” And YPulse research shows that the social media platform is the ultimate spot for young consumers to find today’s hottest products. (Glossy)
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