Fast-growing British cosmetics firm Revolution Beauty has kicked off a month-long global social commerce search for its next new makeup artist and model via a viral TikTok campaign that includes a $100,000 prize and a new product line launch for the winner.
The campaign, like the company itself, is based on challenging cosmetic industry norms and basing its product innovation directly on the feedback, desires and trends it sees from its customers.
In the first three days alone, the company’s “#CreatorRevolution” initiative has inspired several hundred highly diversified video submissions on the trendy social media platform, garnering millions of views and shares, as well as a competitive atmosphere that has spread beyond the confines of the TikTok app.
“Brands in beauty need to embrace and celebrate all types of beauty with a community that cares deeply about authenticity,” Revolution Beauty Founder Adam Minto told AdWeek. “TikTok is the perfect platform for us to partner with to find the next generation of beauty talent and creativity.”
The contest itself will be run in three phases, with the first round trimming the pool of entrants to 30 semi-finalists, then a second cut will reduce it to 15 contestants, before the grand prize winner and signature product line contract are awarded in October.
With the help of TikTok brand marketing, the campaign includes a special video green screen logo effect, as well as an embedded audio and music clip that gives the 15-second submission a degree of brevity and consistency.
“Since day one, Revolution’s commitment to inclusivity spans everything it does — from building consumer feedback into product development, to featuring our own employees, super fans and content creators in all brand communications, shunning unrealistic perfection and models in favour of real people, real beauty,” the company’s profile states.
Revolution is a privately held business founded in 2014 that currently does direct-to-consumer (D2C) business in 40 countries, as well as through wholesale contracts in the U.S. with retailers including Target and Ulta Beauty.
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