Mistake

1:1 NDA

Beauty & Personal care

Beauty brands with strong community see
higher brand performance
Awareness
Consideration
Interaction
Conversion
Advocation

CONFIDENTIAL & PROPRIETARY

Compared to beauty non-followers, beauty TikTok followers are…

1.9x Discovered something new about this beauty brand/product
1.5x Considered this brand when deciding a beauty product
4.5x Participated in challenges posted by this beauty brand
4.4x Purchased a beauty product from this brand
3.6x Recommended this beauty brand/product to others

Source: TikTok commissioned study on consumer's perception of TikTok shop & beauty content conducted by Toluna among n=6327 TikTok users and non-users in SEA, Aug 2022

4

4


Consumers actively seek for
Discovery & Inspiration

Community Engagement

KOL Review

81%

76%

89%

Like
experimenting

Keep up with
trends

Rely on
reviews

“I find myself discovering
something new and buying
it because it is fun. I like the
discovery of new products.”

“It looks their skin become
better as using this skincare
product and I want to try it
too!”

CONFIDENTIAL & PROPRIETARY

Product Story

“She is a makeup artist I like
so I follow her and I bought
the product she
recommended.”

Source: Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022. Data for SEA

9

9


Nurture Love

Leverage Love

Branding

Performance

Influence Future Sales/Actions
Broad Reach
Long-Term
Emotional Priming

C O NFI DE NTIAL & PR O PR I ETARY

It’s essential for beauty brands to build
complementary strategies

Generate Sales/Actions now
Tightly Targeted
Short-Term
Persuasive Messages

10

10


1:1 NDA

Beauty & Personal care
70%
60%
50%
40%
30%
20%
10%
0%

Beauty
products
review

Beauty

tutorial

Before & after New beauty
usa ge of
product
beauty
product

showcase

Beauty
products

Do my
makeup with

unboxing

me / Get
ready with
me

Source: TikTok commissioned study on consumer's percep2on of TikTok shop & beauty content
conducted by Toluna among n=6327 TikTok users and non-users in SEA, Aug 2022

CONFIDENTIAL & PROPRIETARY

What are the
content that
inspire

TikTok beauty
community?

80%


49

42 %

%

Branded content
•

Branded short video (17%)

•

Branded review (15%)

•

Branded livestreams (8%)

•

Branded unboxing (7%)

•

Branded challenges (2%)

CONFIDENTIAL & PROPRIETARY

Beauty & personal care

Commerce is accelerated by a balance of
Branded Content and Unbranded Content

Unbranded content

Content that
motivated
purchase
intention

•
•

•

Non-sponsored review (26%)

•

Non-sponsored unboxing (11%)

•

Non-sponsored viral videos (5%)

Live streaming events (8%)
Games played within ads (1%)

Base: Future of Commerce research by Boston Consulting Group, commissioned by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022. Data for SEA
Respondents who purchased Beauty & Personal Care
Q33. Which of the following ad/content types motivated your intention to purchase on this online shopping occasion?

18

18


CONFIDENTIAL & PROPRIETARY

So what’s the secret sauce?

Organic
Creating content and
being an active part of
the community.

Paid

Drives
brand love,
recall &
resonance

Creators
Amplifying content
via unique partnerships.

Promoting and
optimizing content
based on objectives.

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1:1 NDA
Creator contents that are
purchase drivers

36 %

CONFIDENTIAL & PROPRIETARY

Beauty brands
should leverage
(arguably) the
best type of
marketing
assets
Creators

Reviiew/ Recommendation

32 %

Product demo

32 %
Base: Base: Future of Commerce research by Boston Consulting Group, commissioned
by TikTok. Conducted in ID, TH, VN, JP, KR, AU, Apr 2022. Data for SEA
Respondents who purchased Beauty & Personal Care
Q32. When you came across < product > on <app>, what made you interested to buy
the product?

Trending product

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1:1 NDA
These values define how people make content on
TikTok — which brands should take into
consideration when collaborating with Creators

Trust

3 in 4

viewers say that the
messages in TikTok

Creator videos are
believable

Authenticity

68%

of viewers say that
TikTok Creators feel
“approachable”

Participation

62%

of viewers say they’ve
created their own
content after seeing a
creator’s video on TikTok

1 in 3
Viewers say that TikTok
inspired them to buy
something
recommended by a
creator on the platform.

Source: TikTok Marketing Science Global Creators Like Me Study, 2021, conducted by Hotspex

1:1 NDA

Let creators be
themselves.
When they can be themselves, they’re
more authentic. And being authentic
drives connection, believability, and trust.

71%

of viewers say that qualities
related to a creator or
influencer’s authenticity
motivated them to buy from
a brand

Source: TikTok Marketing Science Global Creators Like Me Study, 2021, conducted by Hotspex

CONFIDENTIAL & PROPRIETARY

Trust

‹#›


1:1 NDA

Create
entertainment,
not envy.

If you focus on joy and engagement, the
conversions will follow.

64%

CONFIDENTIAL & PROPRIETARY

Authenticity

of viewers agree that
TikTok Creators are
entertaining

* Compared to the impact that humor in Competitor Influencer content has on viewers’ purchase
interest. Source: TikTok Marketing Science Global Creators Like Me Study, 2021, conducted by Hotspex

‹#›


1:1 NDA

Inspire the TikTok
audience on your
behalf.
Doing so can spark UGC and
conversations about your brand on
TikTok—and boost your image.

56%

CONFIDENTIAL & PROPRIETARY

Participation

of viewers said they’d be
inspired to create after
seeing TikTok Creator-made
branded content

Source: TikTok Marketing Science Global Creators Like Me Study, 2021, conducted by Hotspex

‹#›


Sample Approach to build up Followers Community
Infeed Ads
(Always On)

Organic Posts

Open your TikTok Business Account
• With a Business account, the community
can watch videos, visit your shop, send
messages, visit your website and more.
• Get to know TikTok by posting 1-2 posts
per week organically before scaling up
(~4-5 posts per week)
• Leverage TikTok trends to spark ideas for
creatives to gain quick awareness &
engagement, or refer to organic content

pillars**

In-Feed Ads
• Amplify content consistently with In-Feed
Ads, ensuring strategy is aligned with
business goals (Objective, Placements,
Targeting)
• Start at top of funnel: use R&F to lock in
reach exposure early; and Auction for
cost efficiency, and to optimize for a
desired action.
• Use Spark Ads to drive viewers back to
business account.
Explore: Spark Ads, Community Interaction,
measurement with Brand Lift Studies,
Creative iterations

*the above is a sample approach to build followership and should be adjusted based on specific business needs
**paid content packages available

TikTok Livestreams (Organic & Paid)
• Engage with audiences to allow them to
interact and get to know your business
on a personal level – and transform them
into customers with TikTok Shop.
• LIVE ads can be deployed to pre-heat big
Explore: Topview to Live, Live Shopping
Ads, Community Interation to Live,
Livestream concept iterations

26

C O NFI DE NTIAL & PR O PR I ETARY

Livestreams

26


28

CONFIDENTIAL & PROPRIETARY

Utilize
TikTok
Shopping

28


1:1 NDA

Your own ecommerce store
From Love to Commerce, all from Business Account.

Powered by TikTok’s unique content
and discovery system, our videos
and livestreams make shopping
community-driven, relevant and fun.

Product Showcase

Live Shopping

Video Shopping

Your store interface,
where consumers can
search, find deals, and
check out after
consuming content

Organically connect with audience
and sell products at the same time.
Grow your audience while also
providing another way to showcase
your products and boost sales.

With anchor link, brands can
direct audience straight to the
product showcase page, in the
same moment when they are
being indulged in the content

77%

62%

Of TikTok users are
open to buy

something from
TikTok Shop in the
next 3 months

Of TikTok users
bought beauty &
personal care
products from
TikTok Shop

CC O
O NN FF II D
D EE NN TT II A
AL & P R O P R I E T A R
R YY

Seamless Commerce

Source: TikTok commissioned study on
consumer's perception of TikTok shop & beauty
content conducted by Toluna among n=6327
TikTok users and non-users in SEA, Aug 2022

29


1:1 NDA

Beauty & Personal care

Beauty ecom content is being consumed every day

Monthly Beauty EC Video View

6B+

290M+

140M

110M+

vs all EC-content

29%

67%

29%

30%

Monthly Beauty EC Video
published vs all EC-content

18%

30%

30%

41%

Monthly Beauty
Product Live Exposure

1B+

170M+

60M+

12M+

+72%

+614%

+1653%

-

Monthly Beauty Live Streaming
Watch vs last month

CONFIDENTIAL & PROPRIETARY

Despite some of the markets are just started

*Live room that sold beauty & personal card

Sources: Data Source: TTS Internal Data, May 2022

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1:1 NDA

Beauty & Personal care

Where purchase from TikTok Shop 1
70%
60%
50%
40%
30%
20%
10%
0%
Brands' Deals

The more followers brand gets, the more potential
customers there are.
Among TikTok beauty followers, 72% purchased
beauty & personal care products from TikTok Shop 1.
They are also more receptive to take action with
their brand.

Video Shopping

Livestream

Ad

Account
Showcase

Compared with non followers, brand followers
are more likely to…

3.8x

5.4x

2.5x

Watch a brand’s
video 2

Watch live of the
brand 2

Take actions on TikTok2

CC O
O NN FF II D
D EE NN TT II A
AL & P R O P R I E T A R

R YY

Followers are
more likely to
buy from brands

(*Purchase, download app,
pay online subscription and
other conversion behaviors.)

Source: 1. TikTok commissioned study on consumer's perception of TikTok shop & beauty
content conducted by Toluna among n=6327 TikTok users and non-users in SEA, Aug 2022
2. TikTok, Value of a Follower Study

31


3C
The Rule of

ontent
ommunity
haracter


Content
Educating, entertaining, or even
edutaining, content that gives something
to consumers after they finish watching it.

Community
Engagement with things around them, to
be part of their everyday, be in their
interest, engage with what they are into.

Character
The unique charms that set brands apart
from each other, while at the same time
create the relevancy, bonding, and
connection.


How?


What are they looking for?

Content
Inspiring entertainment
that sparks joy.

ELABORATE

When it comes to beauty, users come to TikTok
to education that inspire them.

EXPLORE

Whether it is a review, or tutorial, or just plain
inspiration, they are here to find the new trends

and innovation that they can bring it into their
lives, to elevate their everyday.

ENTERTAIN

Brands can deliver diversifying types of content
that not only fulfilling their needs, but also
inspiring them in different ways, show different
sides, make viewers see that the brand can
enhance them in everyday, every way.

EDUCATE
EXPERIENCE