Sephora trains brands to become TikTok stars

by Anna Munhin Mar 17, 2023 News
Sephora trains brands to become TikTok stars
Beauty and cosmetics Influencer marketing Sephora TikTok Ulta Beauty

Mar 17th, 2023.

Establishing a presence on TikTok is one of the things retailers and brands want to do. The world's most popular small-form video-sharing platform is helping up-and-coming beauty brands get the most reach and value.

According to Glossy, the program will consist of three sessions, two via zoom and one in person meeting at TikTok's offices in New York City.

The retailer launched three beauty brands in the year 2020. The data-focused training will be led by three well-known TikTok beautyinfluencers.

Building a strategy and using TikTok content are topics covered in sessions. Six pieces of content will be created for each brand by the community creators selected by the incubator. The TikTok incubator will be open to three new brands each quarter.

As major beauty and cosmetics competitor Ulta Beauty is gaining ground in the vertical, a major beauty and cosmetics competitor is trying to build brands through TikTok traffic.

TikTok has caught the attention of some of the biggest retailers in the U.S. According to Marketwatch, and Walmart have created programs that reward people who review and promote their products.

As the future of the app in the U.S. is still being decided, U.S. retailers may be rolling the dice when they devote resources and money to TikTok.

The New York Times reported this week that the Biden administration is starting to take a harder stance on the app. The administration wants ByteDance to either sell the app or be banned from operating in the U.S.

What will the benefit of the TikTok-focused incubator be for participating brands? Given the possibility of a ban on the video-sharing app, how much should retailers invest in it?

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When TikTok is banned, have a strategy for it.