L’Oreal launches #TikTokMadeMeBuyIt ecommerce campaign

L’Oreal UK and Ireland has become the first brand to use the official #TikTokMadeMeBuyIt branding in its new ecommerce campaign with TikTok.

The #TikTokMadeMeBuyIt phenomenon has created viral interest in recent launches from L’Oreal brands including Garnier, Maybelline, NYX and Essie. The hashtag has over 10 billion views on the platform, with creator-recommended products rapidly reaching audiences at scale.

L’Oreal's new campaign will offer UK users the chance to purchase creator-endorsed product selection boxes directly on the social media platform. L’Oreal's beauty brands will work with creator partners such as Kirsty Bell and Dolli, who have each curated gift boxes now available exclusively on the TikTok Shop.

To celebrate the campaign launch, L’Oreal is hosting a week-long festival of live beauty events featuring popular creators, putting on over 100 hours of live content.

Lex Bradshaw-Zanger, CMO of L’Oréal UK and Ireland, said: “Our partnership with TikTok enables us to continue to invent and reinvent the ecommerce experience. Where much of ecommerce today has been a very functional experience and driven by more rational shopper missions like replenishment, TikTokMadeMeBuyIt has brought the excitement of product discovery in partnership with creators to a full funnel online experience. Removing the friction of entertainment, discovery and purchase into a single, smooth consumer journey.”

Read our feature about how TikTok is influencing fashion retail.