Kérastase Neverfall UGC
Submitted by SushiVid

Kérastase Genesis #NeverFallChallenge on TikTok

Influencer Marketing

SushiVid ran a TikTok #NeverFallChallenge with 13 hair-expert KOLs for the launch of the Kérastase Genesis range, and the agency reports 11.3K views and an exceeded campaign KPI.

11.3KViews

Case in 60 seconds

Kérastase is a premium haircare brand sought out at specialist salons and stockists, so the launch of its Genesis anti-hair-fall range needed content that looked premium rather than generic beauty content that would undercut that positioning.

SushiVid frames prestige credibility as resting on who delivers the message, because an audience reads a creator's own hair and aesthetic as proof of the product, so casting for fit mattered more than casting for reach.

The #NeverFallChallenge borrowed the trust fall, in which a friend catches a person falling backwards, and cast Kérastase as the friend that catches hair before it falls, which turned an anti-hair-fall claim into a social gesture.

SushiVid enlisted 13 hair-expert, model-like KOLs on TikTok, chosen for hair quality and prestige fit rather than follower reach, and each ran the #NeverFallChallenge, which combined the trust-fall mechanic with product demonstration in the brand's premium look.

SushiVid reports that the challenge generated 11,326 views and exceeded its campaign KPI, and the agency presents the modest view count as the expected result of casting for aesthetic fit rather than reach.

Strategy Breakdown

Buyers of premium haircare who seek Kérastase out at specialist salons and stockists, the positioning the page sets for the launch of the Genesis anti-hair-fall range.
Premium haircare is sought out at specialist salons rather than found on pharmacy shelves, so generic beauty content risked eroding the positioning that the Genesis launch depended on.
The campaign cast Kérastase as the friend in the trust fall, the one that catches hair before it falls, which positions the brand as support rather than as a hard sell.
The trust fall is a gesture people already understand, so the challenge could be read and joined instantly, and people catching each other made content that was shareable on its own terms.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • SushiVid

Participation mechanic

  • The #NeverFallChallenge asked participants to perform a trust fall, closing their eyes and falling backwards to be caught by a friend, combined with product demonstration, in a format the page describes as easy to join.

Results & Evidence

MetricValue
Views11.3K views
KOLs Enlisted13 KOLs

Why SushiVid's strategy worked

  1. 1

    Casting creators for hair credibility and aesthetic fit rather than follower scale trades view volume for brand fit, which suits a prestige launch where the creator's own appearance serves as proof of the product.

  2. 2

    A metaphor that maps directly onto the product claim, a trust fall for an anti-hair-fall range, gives creators a format that is easy to join because viewers understand the link without explanation.

  3. 3

    Pairing a challenge mechanic with product demonstration keeps the content entertaining while the product stays on screen, so the format carries the claim rather than a hard sell.

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