Rose-gold blush sticks printed "ANASTASIA BEVERLY HILLS" on marble beside a white flower in a glass and a pink palette
Submitted by Z MEDIAAgency IPI Score 26/100

Anastasia Beverly Hills TikTok Shop Creator Funnel

Influencer Marketing

Z MEDIA ran a creator-powered TikTok Shop content funnel for Anastasia Beverly Hills built on tutorials and Spark Ads, and reports $187K in TikTok Shop GMV in 30 days.

$187KTikTok Shop GMV

Case in 60 seconds

Anastasia Beverly Hills held strong brand equity in prestige beauty, yet cultural cachet built through traditional channels was not turning into engagement or purchase intent with the younger core audience on TikTok, so the brand was struggling to connect there.

The campaign turns on borrowed credibility rather than borrowed reach, because Gen Z on TikTok trusts makeup artists and beauty creators who have earned it, and the page holds that the wrong creator damages brand equity even while driving clicks.

Z MEDIA built a creator-powered content funnel that treated TikTok Shop as a sales channel for prestige makeup, using credible creators and tutorial formats so that selling did not read like traditional paid advertising.

Makeup artists and TikTok-native beauty creators, chosen on cultural fit before follower count, made Get Ready With Me videos and application tutorials with soft, contextual calls to action, while Z MEDIA ran Spark Ads on the top organic content and retargeted shop viewers and cart adders.

Z MEDIA reports $187,000 in TikTok Shop GMV in 30 days and describes Gen Z brand affinity as rebuilt and prestige beauty as repositioned on TikTok, although the page attaches no measurement to either of those two claims.

Strategy Breakdown

Gen Z on TikTok, described by the page as the platform's younger core audience, which the brand was struggling to reach despite its standing in prestige beauty.
Cultural cachet that Anastasia Beverly Hills had built through traditional channels was not carrying over to TikTok, so a brand that is widely recognised in prestige beauty was failing to register with the younger audience there.
Prestige makeup risks its positioning when it sells hard, and the page notes that the wrong creator or format can damage brand equity even when it drives clicks, so the funnel relied on soft, contextual calls to action.
Tutorial content shows the product performing in real time, which the page says reduces purchase friction before the call to action lands, so the format itself carried the persuasion rather than the sales message.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Z MEDIA

Results & Evidence

MetricValue
TikTok Shop GMV$187K GMV

Why Z MEDIA's strategy worked

  1. 1

    A prestige brand can sell through TikTok Shop when creators are cast for cultural fit and credibility rather than follower count, because the recommendation carries weight only where the creator has already earned trust with the audience.

  2. 2

    Tutorial formats lower purchase friction for premium makeup, because the viewer sees the product performing in real time before the call to action lands, which lets the content convert without abandoning the premium tone.

  3. 3

    Paid spend works best as amplification of creator content that has already proven itself organically rather than as a substitute for it, so Spark Ads follow the organic signal instead of guessing at creative in advance.

  4. 4

    Retargeting users who engaged with product content, viewed the shop or added to cart closes the loop on warm audiences, which turns creator reach into a sequence that ends at the checkout rather than at a view.

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