Submitted by Socially PowerfulAgency IPI Score 54/100

IT Cosmetics: a multi-year creator program on TikTok and Instagram

Influencer Marketing

Socially Powerful reports activating 50+ creators for IT Cosmetics across TikTok and Instagram, generating 35M views and 3M engagements over a multi-year program.

35MViews
3MEngagements

About the campaign

IT Cosmetics, part of L'Oreal, needed to reach Gen Z beauty consumers who respond to native, creator-driven content rather than polished advertising, and to sustain that connection across multiple product launches. Beauty content on TikTok is relatable and easily digestible, and both users and the algorithm favour creativity over artifice, which leaves traditional brand advertising at a disadvantage as social platforms change how consumers discover and buy beauty. Socially Powerful's read was that content had to feel organic to the platform, not produced, for the brand to become part of social culture.

The idea was a creator-led program built natively for TikTok and Instagram, including custom sounds and music, positioning IT Cosmetics products inside social conversation rather than around it. Socially Powerful ran an end-to-end program, casting, briefing and contracting more than 50 creators, combining paid posts, gifting and scaled seeding across launches from Superhero Mascara to the Bye Bye range, with paid social running alongside the organic creator content over a multi-year partnership.

Platform-native production was treated as the price of entry, and breadth over hero posts kept the brand present across multiple launches, while a multi-year vendor relationship allowed always-on activity rather than resetting for each campaign. Content ran on TikTok and Instagram. Socially Powerful reports 35M views and 3M engagements, but these are unaudited aggregates with no dates, no per-launch breakdown and no sales or brand-lift data, and no third party confirms the work.

Case in 60 seconds

IT Cosmetics, part of L'Oreal, needed to reach Gen-Z beauty consumers who respond to native, creator-driven content rather than polished advertising, and to sustain that connection across multiple product launches.

TikTok's beauty community and algorithm reward creative authenticity, so content had to feel organic to the platform, not produced, for the brand to become part of social culture.

A creator-led program built natively for TikTok and Instagram, including custom sounds and music, positioning IT Cosmetics products inside social conversation rather than around it.

Socially Powerful ran an end-to-end program, casting, briefing, and contracting more than 50 creators, combining paid posts, gifting, and scaled seeding across launches, with paid social running alongside the organic creator content.

The agency reports 35M views and 3M engagements across platforms over the multi-year partnership. No independent verification or business outcomes are disclosed.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen-Z beauty consumers, the next generation of buyers L'Oreal USA wanted to build brand love with, reached where they already spend time, in TikTok's beauty community and on Instagram.
Beauty content on TikTok is relatable and easily digestible, and both users and the algorithm favour creativity over artifice, which leaves polished, traditional brand advertising at a disadvantage.
Established makeup and skincare brands needed to move beyond traditional brand communications to stay relevant as social platforms changed how consumers discover and buy beauty products.
IT Cosmetics aimed to embed its products, from Superhero Mascara to the Bye Bye range, into social culture as a brand Gen-Z encounters through creators rather than through ads.
Content that feels native to the feed, down to custom sounds and music, provokes a reaction from the audience, while produced advertising gets filtered out.

Creative & Execution System

Assets & channels

  • TikTok creator content with custom sounds and music
  • Instagram creator content
  • Paid social amplification
  • Agency case study film on YouTube

Partners

  • Socially Powerful
  • IT Cosmetics (L'Oreal)

Participation mechanic

  • Paid creator posts
  • Product gifting
  • Scaled seeding programs across product launches

Creator role

  • 50+ creators cast, briefed, and contracted to produce platform-native content across product launches

Results & Evidence

MetricValueResult typeConfidence
Views35MreachAgency reported
Engagements3MengagementAgency reported

Why Socially Powerful's strategy worked

  1. 1

    Platform-native production, including custom sounds and music commissioned for TikTok, is treated as the price of entry for reaching Gen-Z beauty audiences.

  2. 2

    Breadth over hero posts: 50+ creators plus seeding and gifting kept the brand present across multiple product launches.

  3. 3

    Pairing organic creator content with paid social extended reach beyond the creators' own followings.

  4. 4

    A multi-year vendor relationship allowed always-on activity across launches instead of resetting strategy for each campaign.

  5. 5

    An end-to-end remit, from casting and contracting to reporting and benchmarking, kept creative and measurement in one place.

Related Case studies