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BEAUTY AND THE BEAT.

How we made a heritage icon and a rising challenger brand the talk of TikTok.

IT’S NO SECRET. THE BEAUTY WORlD IS A BATTLEGROUND WHEN IT COMES TO SOCIAL.

For heritage giant, Estée Lauder, the challenge was clear. How does a luxury icon truly connect with new Gen Z audiences without losing its existing audience and high-end sparkle?

For Korean skincare brand Erborian, the challenge was no simpler. In a world of beauty standard fatigue, how do we create a unique strategy that turns ‘standard beauty content’ on its head and drives widespread awareness while cultivating social engagement?

We don't do one-size-fits-all.

For Estée Lauder we played matchmaker, connecting the brand to untapped audiences. We built a dual-influencer ecosystem, intentionally swerving past the usual beauty gurus to partner athletes, artists and musicians, and tasking them to create content that spoke to their worlds.

For Erborian we deployed pure creative disruption. We spotted rising trends like “Mirror Skin,” then partnered with the most unexpected ‘tastemaker’ influencers we could find, including an out-of-category nail artist and VFX wizards to create content that looked nothing like a beauty ad.

Two different challenges, two stunning victories.

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Global views over 1.5 years with Estée Lauder
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Creators activated with Estée Lauder
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Organic Views on 1 campaign with Erborian

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Beauty and the Beat: How We Made a Heritage Icon and a Challenger Brand the Talk of TikTok.

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?

How

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?

Results

Two different challenges, two stunning victories.

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.”