driving awareness for essence ON TIKTOK
essence Cosmetics is a fun, inclusive, and cruelty free cosmetics brand who came to Movers+Shakers to create an attention-grabbing campaign for the launch of their newest product, the Lash Princess Liner. Movers+Shakers helped leverage the already existing love for essence and built awareness for the brand with a series called “Fine Lines,” and consumers loved it! There were consistent requests for ‘part 2’ and the campaign resulted in:
Over 600K engagements
Net follower growth of over 300k
BRAND CHALLENGE
essence Cosmetics came to Movers+Shakers wanting to leverage (and build on the momentum of) the recent launch of its newest product, the Lash Princess Liner.
essence wanted to create a campaign that would capture audience and consumer attention in a fun and bold way, while building brand awareness.
CREATIVE SOLUTION
We know essence’s target demographic loves Get-Ready-With-Me content, so we thought what better way to capture their attention than creating our own version of these videos!
Enter: the “Fine Lines” TikTok series, which put two strangers together– from beauty experts to novices– and encouraged them to bond while doing each other’s makeup.
During filming, we prompted the influencers with curated, highly personal questions and asked them to share their own life experiences and learn more about each other while using the hero product, the Lash Princess Liner.
There were over 20 videos across the brand’s owned channel and influencer channels, which emphasized humor, curiosity, and friendship, while building brand and product awareness in a unique and personal way.
essence fans celebrated the series, with comments such as “ESSENCE THIS TIME U JUST SLAYED PERIOD 💅” and “I so need to get the eyeliner! 🥰” The campaign also resulted in:
Over 600K engagements
Net follower growth of over 300k
Over 74M views
+2.3 points lift in awareness
Shifted US TikTok awareness from 7% to 23%
@essence.cosmetics @🌸SELF CARE SISTER🌸 and @Trevor Barrett seeing each other’s faces for the first time 🥹 Let’s see those lewks! #finelines #essencemakeup #eyeliner #essenceliner ♬ original sound - essence cosmetics
Essence fine lines episodes
@essence.cosmetics @MarleneDizzle and @Sean Anthony 💎 are making Fine Lines magic with these answers. The lewks are pretty fire too! 🔥 #finelines #essencemakeup #eyeliner #essenceliner ♬ original sound - essence cosmetics
@essence.cosmetics FINALLY, the reveal! What will @estertaniaj and @trevorbarrett think? #essenceliner #essencefinelines #finelines ♬ original sound - essence cosmetics
@essence.cosmetics It’s Fine Lines - the only TikTok series with two strangers doing one another’s makeup while answering those 🔥❓ #finelines #essence #essencecosmetics #lashprincessliner ♬ original sound - essence cosmetics
