When it comes to utilising the power of social media, no other industry has thrived like the beauty and wellness sector. With beauty and care ecommerce sales reaching $113.77 billion, beauty brands have mastered the art of connecting with consumers through platforms like Instagram and TikTok.
In 2024, beauty brands are transforming their marketing strategies. As a social media marketing agency, we are observing that beauty brands are moving beyond mere product promotion to shift their focus on brand awareness, education, humour, and societal impact. This shift reflects a deeper understanding of consumer engagement and the power of meaningful connections over plain old promotional content.
Leading the change are social platforms like TikTok and Instagram. Partially because of the shift in consumer expectation and partially due to the shift in the platforms as well. According to latest statistics, more than a third of Americans who follow beauty influencers check their content for recommendations before making a purchase, and three-fifths of UK consumers regard these social media personalities as experts in their fields.
Riding this wave is a diverse community of influencers, from global superstars to local celebrities, who are now shaping the beauty industry. This article spotlights the top beauty brand social media campaigns of 2024, revealing the strategies that propelled them to success.
Top Beauty Brands Social Media Campaigns in 2024
Beauty brands are increasingly leveraging innovative strategies to stay ahead in a competitive market. According to the latest influencer marketing trends, to thrive as a beauty brand focus on authentic content, UGC and influencers to enhance user experience.
We are documenting the top 7 beauty brands social media campaigns of 2024 so far. To identify the standout beauty brand advertising campaigns we focused on campaigns that made significant headlines and captured public attention.
These campaigns were notable for their creativity, innovation, and impact on both brand awareness and consumer engagement. We also examined how these campaigns utilised video content, influencer collaborations, and user-generated content (UGC) to create memorable and effective marketing strategies. Let’s dive in!
Revolution Beauty
Revolution Beauty is a UK-based beauty brand known for its affordable and trend-driven makeup products. The brand has a strong presence on social media, particularly Instagram and TikTok.
Revolution Beauty utilised aesthetic content plus partnering with a range of influencers to promote its product launches.
Let’s take the example of how Revolution Beauty promoted its latest product; Juicy Peptide.
To launch its Juicy Peptide lip balm, Revolution Beauty started with a ‘Coming Soon’ Video inciting interest and curiosity.
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This was followed by another video announcing the date of the launch. With the caption: “It’s almost time to spill the juice💦… set your alarms because our new drop is launching TOMORROW ⏰”
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And this was followed by the final reveal!
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The campaign focused on close-up demonstrations of the product, showing before and after looks in combination with the influencers’ regular makeup routines.
After the launch, the brand collaborated with many influencers both big and small for the product demonstration and promotion.
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Strategies and Tactics
- Collaborated with influencers of varying follower counts to reach diverse audience segments.
- Used aesthetic videos to demonstrate the product in use.
- Filmed in familiar settings like bathrooms and bedrooms to enhance relatability.
Results and Impact
The campaign’s use of relatable influencers and authentic content led to high engagement rates. Viewers could see the real-life application and results of the juicy peptide lip balms, addressing potential customer objections from the start. This approach by Revolution Beauty in its latest as well previous campaigns helps them build trust and drive significant product interest and sales.
Treatwell
Treatwell is a beauty brand app dedicated to bringing luxury spa and wellness experiences to users’ fingertips. Competing in the highly competitive beauty and wellness market, Treatwell has been using UGC and influencer collaborations to stand out and foster genuine connections with users. They assigned our agency (House of Marketers) to manage the influencer campaign.
Treatwell aimed to increase app downloads, enhance user engagement, and build a strong community of wellness enthusiasts. Treatwell launched a strategic influencer marketing campaign focusing on self-care and holistic health.
Strategies and Tactics
- Influencer partnerships with creators whose followers matched Treatwell’s target demographics were chosen to maximise relevance.
- Influencers with a strong focus on wellness, self-care, and holistic health were selected to align with Treatwell’s brand values.
- The campaign revolved around personal wellness stories, practical tips, and real-life applications of Treatwell’s services. Influencers shared their wellness journeys and how Treatwell supported their self-care routines.
Results and Impact
The campaign achieved impressive metrics, with over 52 million video views and more than 21,000 app downloads from 15 influencers. The positive audience response and user-generated content further amplified the campaign’s reach and credibility. House of Marketers collaborated with Treatwell to make this campaign a success. Read more about the Treatwell influencer marketing campaign.
Glossier
Glossier is a direct-to-consumer beauty brand that has built a loyal community through its minimalist products and strong social media presence. The brand is known for its user-generated content and community-driven approach.
Glossier has mastered the art of community on Instagram, encouraging followers to post about their products and then reposting this user-generated content (UGC) on their own feed. This approach creates a sense of community and authenticity.
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Strategies and Tactics
- Leveraged UGC to create a sense of community and trust.
- Maintained a calming and consistent visual style across all posts.
- Focused each set of posts on different products to keep the content fresh and engaging.
Results and Impact
Glossier’s focus on authenticity and community engagement resulted in high levels of trust and loyalty among followers. Their calming feed and genuine customer interactions reinforced the brand’s image, leading to increased product sales and brand advocacy.
Nivea
Nivea is a global skincare brand known for its wide range of products and emphasis on everyday skincare routines. The brand has a strong presence across various social media platforms including TikTok and Instagram.
Nivea’s latest campaign, SPF365, focuses on promoting the idea that sunscreen should be a part of everyone’s daily skincare routine, year-round. This campaign emphasises the importance of sun protection not just during the summer months but throughout the entire year.
For this campaign, Nivea selected young influencers creators, such as @amynathalie and @saniyafarrukh. Amy was invited to visit the Nivea lab, where she learned about the sunscreen formulation process and the essential role of sunscreen in a comprehensive skincare routine. This collaboration was featured on her Instagram account, where she shared her experience and insights with her followers. By educating consumers and providing a behind-the-scenes look at their lab, Nivea built trust and positioned itself as a leader in sun protection.
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In addition to Amy’s content, Nivea collaborated with Saniya to highlight the importance of staying healthy as part of having healthy skin. Her content focused on both internal and external actions for achieving healthy, glowing skin, reinforcing the message that skincare is a comprehensive, year-round commitment.
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Nivea, also engages frequently with influencers from other verticals, including sports and travel, to promote their wider product range.
Strategies and Tactics
- Collaborated with influencers from various niches to reach a broad audience.
- Showcased products in authentic, everyday settings.
- Targeted influencers from different fields (parenting, sports, travel) to demonstrate product versatility.
- Focus on educational, entertaining content instead of promotional content.
Results and Impact
By featuring influencers from various niches, Nivea was able to reach a diverse and broad audience. The authentic, real-world application of their products usually resonates with followers, driving engagement and increasing product awareness and sales.
L’Oréal Paris
L’Oréal Paris is a leading global beauty brand known for its extensive product range and innovative marketing strategies. The brand has a significant presence on Instagram, leveraging influencer collaborations and educational content.
L’Oréal Paris collaborates with both celebrities and influencers to promote their products. In 2024, For International Anti Street Harassment Week, L’Oréal Paris launched the “Never Your Fault” campaign as part of its Stand Up against street harassment training program. This initiative aimed to raise awareness about sexual harassment in public spaces and empower women by reminding them that harassment is never their fault. The campaign included a mix of product usage tips, educational content, and societal engagement initiatives like the “Stand Up against Street Harassment” campaign.
Strategies and Tactics
- Released training for the “Never Your Fault” campaign, initially launched for International Women’s Day.
- The campaign focused on empowering women and shifting the mindset on sexual harassment, emphasizing that women’s clothing, makeup, or behaviour are never to blame.
- Utilised social media platforms to spread the campaign’s message widely, engaging with a global audience and encouraging discussions on the topic.
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Results and Impact
The campaign highlighted critical statistics from the international survey, such as 80% of women experiencing sexual harassment in public spaces and 60% of women adapting their appearance to avoid harassment. By addressing these issues, the campaign aimed to shift public perceptions and empower women. The campaign received significant attention on social media, with many users sharing their own experiences and supporting the “Never Your Fault” message. The initiative reinforced L’Oréal Paris’s commitment to women’s empowerment and societal change, enhancing the brand’s image as a champion for women’s rights.
L’Oréal Paris’s strategic use of diverse influencers and educational content helped maintain a strong brand presence on Instagram. Their societal engagement campaigns added a layer of authenticity and depth, further enhancing follower loyalty and engagement.
CeraVe
Another big name in the skincare industry is CeraVe. CeraVe is a skincare brand that emphasises dermatologist-developed products. The brand has gained popularity for its effective and affordable skincare solutions. With its unique influencer marketing, CeraVe has managed to make itself a household name among audiences of all ages and demographics. CeraVe’s marketing strategies have particularly resonated with Gen Z, thanks to their emphasis on authenticity and engagement with social media trends.
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Early in February, CeraVe launched a new campaign in collaboration with the actor Michael Cera. For the Super Bowl halftime, CeraVe created a humorous ad starring Michael Cera. The campaign, titled “Michael CeraVe,” was a first-of-its-kind immersive experience that invited everyone to participate in a prank-like narrative, only to be debunked on the Super Bowl stage by CeraVe’s dermatologists.
The three-week campaign journeyed from “CeraVe, developed by Michael Cera” to “CeraVe, developed with dermatologists.”
The intricately developed integrated campaign was executed across earned, paid, and owned channels, including social media and influencers. Leading up to the Super Bowl, Michael Cera went toe-to-toe with dermatologists and revealed his own commercial to ‘prove’ he was the mastermind behind CeraVe. The truth was unveiled during the Super Bowl-aired TV commercial, with Cera’s claims debunked by a boardroom of CeraVe dermatologists.
Strategies and Tactics
- Use of humour to create memorable and shareable content.
- Collaborated with Michael Cera due to the similarity in the names of the brand and the actor leading to tongue in cheek humour.
- Utilised earned, paid, and owned channels to maximise reach and engagement.
Results and Impact
CeraVe’s humorous and authentic approach to social media marketing resonated with a wide audience. The “Michael CeraVe” campaign successfully leveraged the Super Bowl’s massive viewership to create buzz and excitement around the brand. The campaign’s integration across various channels ensured a broad reach and high engagement, making it one of the top campaigns of 2024.
ELF Cosmetics
ELF Cosmetics is a popular beauty brand known for its affordable and high-quality makeup products. The brand has a strong presence on social media, particularly Instagram.
ELF Cosmetics created the E.L.F. Run Club to promote their Power Grip Dewy Setting Spray during the London Marathon. The campaign included influencer content and behind-the-scenes footage of the event.
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Strategies and Tactics
- Focused on the London Marathon to reach fitness and lifestyle enthusiasts.
- Created an in-person event to build authentic connections with the brand.
- Collaborated with running influencers to showcase the product’s benefits.
Results and Impact
ELF Cosmetics’ event-specific campaign created a strong connection with fitness enthusiasts and lifestyle influencers. The immersive experiences and authentic content helped drive engagement and build brand loyalty.
House of Marketers Insights
The top beauty brand social media campaigns of 2024 highlight the importance of authenticity, community engagement, and creativity. We hope you learned how beauty brands use social media to find their audience online.
Here are some key insights:
- Influencer Partnerships are the future of social media marketing. Partnering with influencers who resonate with your target audience can authentically showcase your products and significantly enhance brand credibility and reach.
- Brands need to foster a sense of community like Glossier does by encouraging customers to share their experiences and featuring their content on your social media channels. User-generated content (UGC) not only builds trust but also creates a loyal customer base.
- Similar to CeraVe’s humorous and engaging “Michael CeraVe” campaign, creating engaging and informative video content can effectively demonstrate product usage and results. Videos are highly shareable and can drive significant engagement.
- Use interactive and immersive content, such as Nivea’s SPF365 campaign that provides a behind-the-scenes look into their lab, to engage your audience and enhance their overall experience.
Conclusion
In this article, we explored the top beauty brand social media campaigns of 2024, highlighting the strategies and tactics that led to their success. From Revolution Beauty’s influencer partnerships to Fenty Beauty’s inclusive community engagement, these campaigns demonstrate the power of social media in driving brand awareness and sales.
Looking ahead, we can expect continued growth in video-led content, influencer collaborations, and interactive experiences. Beauty brands will likely explore new ways to engage their audience and create authentic, memorable experiences.
As a beauty brand or marketer, take inspiration from these successful campaigns and apply these strategies to your own social media efforts. By focusing on authenticity, community engagement, and creativity, you can elevate your brand and connect with your audience in meaningful ways.
Ready to take your influencer marketing campaigns to the next level?
Contact House of Marketers today for expert guidance and innovative strategies. Our team specialises in creating impactful influencer partnerships and engaging social media content that resonate with your target audience. Let’s work together to elevate your brand and achieve your marketing goals.
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