L’Oréal UK and Ireland partners with TikTok for commerce pilot
L’Oréal UK and Ireland has embarked on a partnership with TikTok to enable customers to purchase products directly within the TikTok app in the UK.
The group’s Garnier and NYX Professional Make-Up brands will begin showcasing selected products for purchase on their account pages on TikTok from this week as part of a pilot on the platform and will be the first international beauty brands to use the feature.
L’Oreal said the initiative will provide the two brands with a new way to drive sales directly through videos and livestreams on their own TikTok accounts or in collaboration with TikTok creators.
Lex Bradshaw-Zanger, chief marketing officer of L’Oréal UK and Ireland, said: “Social commerce is truly the next frontier for beauty sales, after livestreaming and live shopping. As we continue to develop our brand experience online and innovate with our partners, leveraging creator content alongside that of our brands is extremely important – TikTok has offered a great opportunity for us to leverage the power of advocacy through our creator partners, bringing our products to the customer, wherever they are.”
