Valentine’s Day is a crucial time for beauty brands vying for the attention of consumers across markets. While many brands attempt to capitalize on the holiday, few succeed in making a lasting impression. SheGlam, a global beauty and makeup brand, managed to stand out this Valentine’s Day with a highly successful campaign that leveraged the power of TikTok influencers in the UAE and Saudi Arabia.
Unlike many brands that simply pay lip service to the idea of authentic content, SheGlam’s Valentine’s Day campaign prioritized genuine engagement with audiences. The brand collaborated with top TikTok influencers who spoke from the heart and used language that resonated with their followers. The influencers provided comprehensive tutorials on how to use SheGlam’s products, including details on available tones and colors, prices, and availability.
SheGlam’s Valentine’s Day campaign also included a well-designed gift box that made for an attractive unboxing video. The campaign was a hit with audiences, driving strong engagement and positive associations with the brand.
One standout influencer in the campaign was Shahd Naser, who created a highly informative video that addressed common concerns among beauty customers, such as the longevity of lipstick and the variety of available colors.
While Rayan Fahmi, another mega influencer, took a different approach with a more simplistic video that focused on showcasing the gift box and a quick mix of makeup looks. While this approach was successful in driving positive engagement and associations, it did not generate the same level of in-depth engagement as Shahd’s video.
Ultimately, there is no one-size-fits-all approach to content creation on TikTok, and brands must continually test and learn from influencers to find the perfect formula for success on each social media platform. SheGlam’s Valentine’s Day campaign serves as an excellent example of how effective collaboration with influencers can drive powerful engagement and elevate a brand’s reputation in the highly competitive world of beauty and makeup.
