Open eyeshadow palette in pink and mauve shades with a mirrored lid, next to a blurred cup of makeup brushes
Submitted by Socially PowerfulAgency IPI Score 54/100

Revlon TikTok Trend and Creator Advocacy Program

Influencer Marketing

Socially Powerful ran Revlon's US TikTok and Instagram accounts and influencer campaigns to bring the brand back to Gen Z, reporting $15M in earned media value.

$15MEarned Media Value
+41%Avg E/R vs Benchmark

Case in 60 seconds

Revlon, a New York beauty brand long associated with 90s glamour, was losing market share to newer and influencer-founded labels that moved faster on TikTok, where US Gen Z shoppers were finding new favourites.

Beauty trends start on TikTok, so a heritage brand cannot hold attention there on reputation alone; Socially Powerful frames the gap as one of speed and native voice rather than product, because rivals that live on social were setting the pace.

Socially Powerful set out to let Revlon compete on the terms of brands that live on social, pairing an owned channel that reacts to culture in real time with influencer campaigns built to get people talking.

Across Revlon's TikTok and Instagram accounts, in-house makeup experts reworked the viral glass skin trend into glass lips to promote the lustrous shine lipstick, while beauty creator Meredith Duxbury moved from paid creator to advocate, appearing at exclusive events and producing earned content. ColorStay Matte was pitched as loungewear for lips under #LipsDon'tLie, which ran across Revlon's wider marketing.

Socially Powerful reports $15M+ in earned media value, a 381% jump in share rate and engagement averaging 41% above the brand's benchmark, and credits fast trend response and close creator work for the return.

Strategy Breakdown

US beauty shoppers, especially Gen Z, who were finding new favourite brands on TikTok.
Gen Z beauty shoppers were finding new favourites on TikTok, where newer and influencer-founded labels set the pace, so a brand associated with 90s glamour risked being seen as a memory rather than a current choice.
In beauty, trends start on TikTok and the brands that move fastest there take attention and market share, which left Revlon competing on speed rather than on heritage.
Revlon was positioned as a brand that could set the pace in beauty again, reacting to culture in real time through its owned channel and through the advocacy of a long-term creator partner.
Gen Z wants a matte lip that feels comfortable, so the work sold ColorStay Matte as loungewear for lips, with comfort framed as something a shopper only knows once the product is worn.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • Socially Powerful

Creator role

  • Meredith Duxbury — creator

Results & Evidence

MetricValue
Earned Media Value$15M
Avg E/R vs Benchmark41% above benchmark

Why Socially Powerful's strategy worked

  1. 1

    Reworking a trending format around a specific product, as glass skin became glass lips, lets a heritage brand join a TikTok conversation while it is live rather than arriving after newer rivals have claimed it.

  2. 2

    A creator relationship that grows from paid posts into advocacy produces earned content that travels beyond paid media, because the support reads to viewers as the creator's own position rather than a bought placement.

  3. 3

    Framing a product around a stated audience need, comfort in a matte lip, gives a hashtag a claim that only wearing can prove, which turns a product attribute into a reason to try it.

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