The beauty world is a battleground.
For a Heritage Brand (Estée Lauder): The provocation was clear: how does a luxury icon build real trust with Gen Z on TikTok without losing its high-end sparkle?
For a Challenger Brand (Erborian): The problem was even starker: in a world of “influencer fatigue,” how does a niche brand get noticed when everyone’s sick of sponsored posts?
For a Heritage Brand (Estée Lauder): The provocation was clear: how does a luxury icon build real trust with Gen Z on TikTok without losing its high-end sparkle?
For a Challenger Brand (Erborian): The problem was even starker: in a world of “influencer fatigue,” how does a niche brand get noticed when everyone’s sick of sponsored posts?
Heritage (Estée Lauder): The campaign didn’t just get views; it changed minds. It was so successful it was expanded globally. We corrected misconceptions (“The way I never knew they made deep shades”) and fostered unbreakable brand love, proving a heritage brand can learn new tricks.
Challenger (Erborian): We went viral. A single post from our nail artist delivered a jaw-dropping 19.8 million organic views. We turned sponsored content into valued entertainment (“I wish all ads were like this!”), and the internal Erborian team was “buzzing with excitement.”
