Avon UK launches The #LiftLockPop Hashtag Challenge via TikTok

By

Nigel TAYLOR

Published
Apr 15, 2021

Avon UK made its ad campaign debut Thursday on the TikTok platform as part of the Natura & Co-owned global beauty brand’s ongoing digital transformation. 

Avon’s inaugural TikTok campaign is a Branded Hashtag Challenge #LiftLockPop, supporting its “latest beauty innovation”, Unlimited Instant Lift Mascara. 

It claims the mascara is a “content perfect” product for the campaign “as users can enjoy watching the lift and lock transformation”.

The campaign, which was produced by VaynerMedia London, employs key beauty, fashion and lifestyle influencers and well-known TikTok creators including Scarlett Moffatt from TV series Gogglebox, Ryley Isaac, Rikki Sandhuu, Elizabeth Wosho and Damilola Adejonwo “to demonstrate the product's benefits, encouraging TikTok users to show off their looks and take their lashes to new heights”.

It said a TikTok presence will help Avon reach a new audience “with engaging content that showcases the brands competitive beauty innovation as well as ease of access to buy”.

Avon also said it has built on a “long and trusted model of social selling” and over the past 12 months, responding to the Covid-19 pandemic, “accelerating its omnichannel experience enabling customers to have more flexibility in the way they shop”.
 
Hannah Lally, head of Beauty at Avon said: “This is a really exciting chapter in [our] digital story as we harness social platforms to demonstrate Avon’s relevance in the beauty world as well as offer creative and fun content for viewers. 

"#LiftLockPop is a fun and visual campaign that brings Unlimited Instant Lift Mascara to life to an audience that may not have considered Avon as a beauty destination but will now see that we offer competitive, on trend beauty products at the click of a button."