Sephora, TikTok launch content creator program

• Sephora and TikTok on Monday announced a recent partnership to assist recent brands grow on the social media platform. The Sephora x TikTok Incubator Program will connect TikTok creators to brands from Sephora’s DEI-focused Accelerate program, which began in 2016 and offers resources and mentorship to recent and emerging brands.
• Overall, 12 brands are ultimately expected to participate and have the chance to learn social content strategies. Topicals, Eadem and Hyper Skin, three brands from Sephora’s 2021 accelerator cohort, will lead the launch of the incubator program.
• Marketing agency Digitas may also work with Sephora and TikTok to create “campaigns that spend money on diversity,” the wonder retailer said.

Understanding and leveraging creator-led social media is critical for beauty brands’ success, in line with Sephora.

“Brands which have a savvy understanding of creator-led social media and creator relations have a transparent advantage in not only conceptualizing beauty content that resonates with their audience but in addition in constructing real connections,” Brent Mitchell, Sephora’s vice chairman of selling, social and influencer, said within the announcement. 

Sephora said brands participating in the brand new partnership can have a chance to listen to from popular creators like Amy Chang, Rocio Lopez-Jimenez and Nyma Tang. They’re a part of #BeautyTok, a component of the social platform where positivity and empowerment are celebrated, in line with TikTok.

“The future of brand name storytelling lies within the hands of multicultural creators, and by championing diverse creators, brands can unlock their full potential on TikTok,” Soniya Monga, head of U.S. agency partnerships for TikTok, said in an announcement.

TikTok, which claims over 1 billion monthly energetic users, says authenticity and self-expression are “shaping the long run of beauty culture with every video they post.” At the identical time, the platform is under ongoing scrutiny. A rising variety of local, state and national governments are moving to ban TikTok over security and political concerns.

Sephora’s business strategy has focused on efforts to expand its assortment with up-and-coming brands built by a various group of individuals. The retailer also has sought to develop into a wholesale partner for a lot of DTC brands, like Nutrafol and Proven, and is commonly a first-time or exclusive retail partner for brands.

The retailer, which is an element of LVMH, offers 1000’s of products from greater than 360 brands in stores, online and thru its app. Ahead of the recent holiday season, Sephora also introduced a $49 annual same-day delivery subscription offer.

Last summer, the corporate expanded its shop-in-shop cope with Kohl’s to incorporate the entire department store’s locations, with a goal of growing the store-in-store footprint to 850 locations this yr. Globally, Sephora has over 2,700 stores. Kohl’s in August said the partnership may drive $2 billion in annual sales by 2025.