TikTok Impact on Beauty Industry - Trend Overview, Consumer Insight and Brand Implications

In recent years, TikTok has gained significant popularity for its short, digestible video content, and has become a useful tool for health and beauty shoppers and brands. Beauty brands are increasingly utilizing the app to connect with consumers in an authentic way, for example, by highlighting user-generated content to build trust among the TikTok community.

COVID-19 impacted how the beauty industry operates while an increase in working from home for many consumers led to more time spent on TikTok. Consumers turned to the app for product reviews, trends, and recommendations while they were unable to sample items in physical non-essential retail channels when they closed during lockdown periods.

Scope

• Brands must be prepared to respond promptly in the event of a negative product review going viral to minimize the potential impact to reputation and sales. Creating organic content is key to success on TikTok as it builds an authentic presence that consumers are more likely to trust
• Beauty brands must carefully decide to onboard appropriate influencers that will resonate with the brand's target audience as this will attract higher levels of engagement

Reasons to Buy

• Gain insight into the different routes by which beauty products can align with the TikTok trend including examples of best-in-class innovation
• Compare the presence of this trend in each industry across the health and beauty space, and learn what the key opportunities are
• Identify the innovation implications of TikTok for your sector