With TikTok's uncertain future in the US, the beauty industry faces potential disruption. TikTok is no ordinary social media platform—it’s a revenue-driving powerhouse for beauty brands.
According to recent data, TikTok is currently the ninth-largest beauty retailer in the US. Specifically, 44% of beauty brands rely on TikTok. However, if TikTok’s presence in the US were to disappear, it’s crucial to pivot quickly to ensure your beauty brand remains relevant and competitive. We’ve outlined five critical actions for beauty brands to take, ensuring your marketing and sales efforts remain strong—regardless of TikTok’s availability.
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How Does TikTok Impact the Beauty Industry?
TikTok has transformed the beauty industry from a product-centric to a community-driven market.
TikTok as a Beauty Megastore
TikTok's unique algorithm actively promotes engaging beauty content, often organically turning products into viral sensations. Data highlights that TikTok has grown into one of the top beauty retailers in the US, where its "TikTok Made Me Buy It" phenomena leads millions of users to test new brands and products.
Whether it's the latest foundation hack or viral lip gloss, TikTok fosters quick visibility for beauty brands and has been credited for directly boosting sales.
Driving Conversion Through Influencers
Beauty influencers thrive on TikTok's short-form video format. Makeup tutorials, trend experimentation, and makeup AI tools all flourished because creators foster authentic connections with users. One viral video from a trusted influencer can give a brand more traction in days than months of traditional advertising could achieve. But with this dominance comes dependency, and losing TikTok could disrupt the primary sales funnel for many beauty retailers. Here’s how your brand can mitigate the potential impacts and thrive across other channels.
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What Should Brands Do if TikTok is Banned?
Transition to New Platforms with Virtual Try-On (VTO) Integration
If TikTok evaporates, beauty brands can shift to other platforms like Instagram Reels, YouTube Shorts, and Snapchat, which offer similar video-sharing capabilities. However, simply moving isn’t enough—Virtual Try-On (VTO) integration is critical for standing out. Platforms like Instagram and Snapchat already support VTO technology, allowing users to "try on" lipsticks, eyeshadows, or foundations virtually.
Integrating VTO solutions like makeup AI into organic and paid campaigns enhances engagement, creating a more immersive experience for potential customers. >>see more details in our product page.
Success Case : MAC with its AR-powered VTO experience, saw increased 200% Boost in Customer Engagement with Digital Tools by making the online makeover process interactive. >> Success Story with Perfect Corp.
By adopting advanced tools that mimic TikTok’s experiential feel, brands can maintain their competitive edge.
Interactive Content Demand Shifts, Thriving in Live Tutorial
TikTok popularized interactive and snackable content, which resonates with today’s younger audiences. To maintain engagement, brands should explore new forms of interactive content on other platforms or their websites, including:
- Polls and Quizzes: Create Instagram polls asking your followers to choose your next product launch color.
- Live Tutorials: Host live makeup tutorials on platforms like YouTube Live or Instagram Live to teach users how to achieve specific looks.
- AI-Powered Recommendations: Provide personalized product suggestions using AI tools that analyze skin tone or beauty preferences.
Drive Conversions Through Social Shopping at IG, Pinterest
Social shopping is one area where TikTok has set a strong precedent, but the same strategy can be applied to platforms like Instagram Shop and Facebook Marketplace. To continue driving sales, try:
- Embedding Shoppable Posts on Instagram that allow followers to purchase directly from their feeds.
- Partnering with creators on platforms like Pinterest to share curated collections.
- Integrating user-generated content to make your brand appear authentic and community-driven.
Pro Tip: Enhance the shopping experience by using influencers to demonstrate how your products work in real-time during live shopping events on YouTube or Instagram.
Direct-to-Consumer (DTC) Strategies Reconsidered
The loss of TikTok might underscore the need to own more customer touchpoints directly. Building robust e-commerce platforms can help brands mitigate reliance on social channels.
- Optimize Your Website: Make online shopping easy by providing a seamless shopping experience optimized for mobile devices.
- Highlight Tasting Notes & Reviews: Just like TikTok review videos, ensure every product page features testimonials, detailed descriptions, and even comparison charts.
- Use Retargeting Ads: Capture the attention of customers who abandon their cart with retargeting strategies, enhanced by AI for better timing and messaging.
New Platforms Spring Up - Stay Tuned!
Beauty trends now emerge and evolve more quickly than ever. Keep your edge by staying ahead of the curve:
- Keep an eye on emerging platforms like BeReal or Lemon8, where a shift from TikTok might occur.
- Experiment with paid and organic campaigns on these platforms to test their effectiveness.
- Invest in social listening tools to stay updated on trends related to makeup AI, beauty trends, and more.
By being agile and adapting to new technologies and platforms, brands can position themselves to thrive regardless of where their audience migrates.
Leverage AI Virtual Try-On (VTO) for Beauty Brands
Virtual Try-On (VTO) technology stands out as a powerful solution in today’s digital-first beauty landscape. Here’s why it’s essential for brands adapting to a potential shift away from TikTok.
Boosting Sales
With online shopping becoming the norm, customers are looking for ways to replicate in-store experiences at home. VTO solves this problem. Tools like AR-powered lipstick try-ons or foundation shade matching simulate real-world shopping, leading to better purchase confidence.
Improving Brand Awareness
VTO tools provide an innovative edge that makes brands memorable. Unique features like AI-powered virtual makeovers or gamified experiences drive shares and positive online sentiment, increasing brand visibility.
Enhancing Customer Experience
The personalized nature of VTO enhances the customer experience. By addressing individual needs, such as finding the perfect foundation shade or experimenting with bold eyeshadow looks, brands can foster customer loyalty.
Why Choose Perfect Corp. as Virtual Makeover Partner?
Perfect Corp stands out as an ideal partner for beauty brands looking to integrate VTO technology. Here’s why leading beauty giants like Estée Lauder and Benefit Cosmetics swear by their innovations:
- Precise Makeup AI powered by the patented AgileFace® technology ensures lifelike and accurate makeup applications.
- Omnichannel Integration makes it effortless to offer a consistent experience across online platforms and in-store displays.
- Flexible Pricing caters to both large-scale makeup brands and smaller indie players.
With Perfect Corp., users can explore endless makeup textures and personalized styles while ensuring inclusivity, offering looks that suit all skin tones and facial shapes.
Move Beyond Single-Platform Reliance
Losing TikTok might feel like a blow, but it’s also an opportunity to evolve, explore, and innovate. By shifting focus to interactive features like VTO, strengthening your e-commerce channels, and diversifying your presence across multiple platforms, your beauty brand can not only weather the storm but emerge stronger.
Start building your brand’s resilience today. Whether it’s implementing makeup AI or exploring new audience hubs, the shift starts with action. Adapt now, and your brand will stay front and center—where it belongs.