During lockdown, TikTok didn’t just occupy Gen Z; it reshaped how they engage with brands. Beauty content, originally built for polish and passive consumption, felt out of place on a platform defined by participation and lo-fi authenticity.

Rather than adapt existing campaign assets, we reimagined them through #FreshWearSpin. Product benefits became choreography, a bespoke sound captured the rhythm of culture, and commerce was reworked as participation.

13 UK beauty creators led a charge that reached 4.5 billion views with 7% engagement on TikTok. What began as a product relaunch became one of L’Oréal’s most participated beauty moments during lockdown.