Ever since its unbridled rise during the COVID-19 pandemic, TikTok has permanently changed many industries, including the beauty industry. Influencers who rose to celebrity status after gaining popularity on TikTok now hold considerable sway over people. They introduce trends, teach life hacks, and influence what people buy.
The beauty industry has keyed into all sides of the platform, using its stars to influence products and its trends to shape their offerings. Brands now consider TikTok beauty trends in designing packaging for their products, prioritizing the features popularized by the app. You can say that TikTok trends are dictating what manufacturers make, and you won’t be wrong. Now, let’s dive into how TikTok trends are reshaping the beauty industry, especially the designs of packaging.
How Beauty Brands are Adapting to Capture Younger Audiences
TikTok’s audience spreads across different generations, but the majority of creators on the platform are GenZ and Millenials. Knowing the fertile ground it is for these demographics, brands design their products, packaging, and marketing with what these groups prefer. Here are some ways beauty brands are using TikTok to capture younger audiences.
Social Media Aesthetics
Aesthetics are often a priority for younger buyers. They choose what looks good in pictures and fits the overall vibe of their social media pages. If you are targeting them as your primary audience, it helps to adopt beauty packaging designs that look good on shelves and social media. This is often called shelfie-worthy packaging.
Viral Marketing and Consumer Engagement
If you want your product to go viral among a certain demographic, TikTok is one of your best bets. On the platform, influencers create targeted content for their followers, driving organic consumer engagement that can translate into sales. You can collaborate with the top influencers on the platform to develop viral beauty packaging that will appeal to your target audience.
Interactive Unboxing Experiences
Targeting any social media platform, especially TikTok, to market your product demands that you meet the expectations of the platform’s primary users. The unboxing experience generates good traffic for creators, so many are enthusiastic about buying products with interesting packaging. You can also use interactive packaging, as it is one of the Gen Z beauty trends popularized by TikTok.
Notable TikTok-Driven Trends in the Beauty Industry
While it always seems like there is something new on TikTok every day, some trends have endured. When it comes to beauty products, some packaging trends have remained in high demand and are forcing innovative brands to tap into them. Some you should consider are:
Minimalist Packaging
Minimalism has found its way back into fashion, and the beauty industry is not exempted. Buyers are praising brands like Fenty for their minimalist designs and unique shapes that give off simplicity and sophistication at the same time. Add some vibrant colors and distinctive shapes, and there is little need to do more to capture people’s attention, especially those who shop from TikTok.
Bold Y2K Aesthetics
Y2K fashion has recently made its way back into the mainstream and continues to be trendy. Now, it is not just the clothes or hairstyles. Cosmetics complete the look for most people. Many are leaning into the neon colors and holographic finishes with the nostalgia they create, especially Gen Z consumers.
Sustainable Innovations
Young people are adopting a sustainable lifestyle, which is reflected in almost everything they do. From choosing to be vegetarians to only patronizing eco-conscious brands, Gen Z and millennials are all about keeping the earth safe for future generations. It is no surprise that sustainable beauty has become a trend on TikTok, where many of these demographics spend their time.
Case Studies of Beauty Brands’ Successful TikTok Leveraging
The days of huge billboards and big-name celebrities advertising beauty products are fast coming to an end. It is all about social media now, and innovative brands understand it. Some are already leveraging the unique features of social media to market their products, including creating packaging designs that look good on timelines. Some notable ones are:
- Fenty Beauty: Rihanna’s Fenty Beauty has fully hacked the social media aspects of marketing. They leverage influencer collaborations to generate buzz with every new product launch and emphasize their sustainable packaging. They also offer limited-edition packaging that is often accompanied by high demands and raves on social media.
- Glow Recipe: Over time, their fruit-inspired, pastel-colored packaging has become a consumer favorite, especially on TikTok. Creators love the thematic products and how their visuals look on timelines.
- Drunk Elephant: This is another brand that uses minimalist yet colorful packaging. Some call this the “clean girl” aesthetic, but what matters is that people are buying it and showing it off.
Final Thoughts
TikTok and social media, in general, have become fertile ground for reaching younger audiences, who are often the targets of industries like beauty. These platforms are rife with creators who have become bonafide influencers and set trends with their content. Innovative brands are leveraging these trends to market their products and reach their target audiences.
