There is a growing trend of beauty brands “talking back” on social media. Beauty brands have recently been tapping into more self-aware humor through memes and engaging with users in comment sections to attract the attention of consumers. For instance, Selling Sunset star Heather Rae El Moussa posted a lighthearted TikTok of her finding a Revlon lip liner in her husband’s car saying “Revlon? I don’t wear Revlon” as she throws it away; Revlon then responded to the viral video with a clip of their employee catching the liner and saying, “Thanks girl, I’ve been looking for that!” Not only are brands able to showcase their funny side, but they are seeing growth on social media, with the Revlon video alone gaining over eight million views. YPulse research shows that through funny content / meme-able moments, brands can capture Gen Z’s attention. (Vogue Business)
