Viral beauty marketing: Controversy

Cases
38
Median Spread Score
38
Most started on
TikTok32%
First post to peak
5 days

By mechanic

All105Visible in use38Controversy38Sell-out loop31Scarcity drop29Response chain26Creator relay24Newsjacking22Transgression18Dupe economy15Maker origin12Mystery & lore12Pairing11Identity badge8Real-world spectacle6

Dove Real Beauty Sketches

55
A forensic artist drew women from their own descriptions and from descriptions given by strangers.

4B impressions

Anti-blush

54
@M·A·C Cosmetics Film Noir Buff Blush ☺️ #blonzer #blush #bronzer

e.l.f. Glow Reviver Lip Oil

50
e.l.f. Glow Reviver Lip Oil product page

Billie's Scratch-and-Sniff Armpits

49
Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"

1.75B impressions

Mikayla Nogueira’s Telescopic Lift ad

49
THESE ARE THE LASHES OF MY DREAMS!! @lorealparisusa never lets me down 😭 #TelescopicLift #LorealParisPartner #LorealParis @zoehonsinger

64.2M views

Dr. Squatch: Sydney's Bathwater Bliss

49
@PopCrave oh the middle aged men are gonna go feral

74B impressions

Cetaphil Game Time Glow

47
#GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters

5.7B impressions

Eyepatch-Gate

47
Gillette on Instagram: "Well this is awkward"

6.9M views

Tarte’s Dubai influencer trip

46
#stitch with @christineabrahamm my thoughts on this Tarte influencer trip to Dubai

1B impressions

Clé de Peau Beauté: Thirst Trap feat. Martha Stewart

44
#ad Gorgeous, gorgeous people love @cledepeaubeauteUS concealer! #ad #cledepeaubeaute

48M on a 845K followers at seed

Martha Stewart: I Only Wear MAC

44
M·A·C Cosmetics on Instagram: "I’m Martha Stewart and #IOnlyWearMAC. #MACFleshpot #MACNudes MUA: @daisybeautytoye"

Dove Cost of Beauty

43
Social Media's Impact on Kids' Mental Health: A Dove Film

11.1B impressions

NYX x Cardi B Duck Plump

43
A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.

2M views

Dr. Squatch Nick Cannon Ball Insurance

42
Dr. Squatch on Instagram: "It’s official! I have the most valuable balls in the world! @drsquatch has insured them for $10M through their Ball-to-Ball Coverage. Visit http://drsquatch.com/balls to…

12B impressions

Medicube Age-R Booster Pro

40
medicube Booster Pro | 6-in-1 Glass Glow Device | Sonic Vibration

60M views

Patrick Ta Major Skin Hydra-Luxe Foundation

39
#color_1 Golden

1.3K sold

Rhode Peptide Lip Shape

39
Hailey Bieber's rhode launches contouring lip shaper: 'I have been teasing them for the longest time'

Alix Earle's Mielle Hair Oil Recommendation

38
this & more linked in bio 🤍🫶🏼 #amazonfinds #2022products #rspartner

6M views

e.l.f. So Many Dicks

38
Official So Many Dicks campaign artwork with a grid of male portraits.

5B impressions

Rhode Lemontini Belly-Chain Reveal

38
hailey’s new rhode waist chain that holds ur lip treatment. fabbbbbbb

71.7M views

The Ordinary's Ordinarily Priced Eggs

38
The Ordinary on Instagram: "We heard NYC needed eggs. 🥚 This weekend, you can get 12 ordinarily priced eggs at our stores for $3.37. No frills, just eggs. While supplies last. 📍 Nolita 26 Prince…

Hailey Bieber's 'Brownie Glazed Lips' TikTok

37
ready for all the fall things including brownie glazed lips 🥹✨✨✨🤎🤎🤎

Skims Seamless Sculpt Face Wrap

36
SKIMS on Instagram: "The innovation never ends. Our all-new face wrap offers ultra-soft jaw support in our signature Seamless Sculpt fabric for a must-have addition to your nightly routine."

Dyson Airstrait

35
Discover the Dyson Airstrait™ straightener. A new way to straighten.

390K impressions

Rini Kids' Skincare Launch

35
Shay Mitchell on Instagram: "Something gentle, something new — launching tomorrow. @rini"

e.l.f.ino & schmarnes

34
so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

33.8M views

Gisou Girl Fridge

34
Create’s 107L Fridge Retro, the base model used for the Gisou gifting collaboration.

250 derivatives

Dr. Squatch Body Wash Genie

33
Sydney Sweeney granted men wishes for natural body wash in Dr. Squatch’s Guys Only Want One Thing spot.

7.3M views

Red Nail Theory

33
Reply to @meganandliz @tinx @serenakerrigan care to comment on this

13K derivatives

Batiste x Jen Affleck: Hair Redemption Arc

31
If you saw my hair before this… no you didn’t 😌 thanks @Batiste #batistepartner

20.3M views

Huda Beauty Lip Contour Stain

31
#launchday #lipcontourstain #fauxfillerjellyoil | Huda Beauty | 62 comments

Jones Road What The Foundation

31
What The Foundation

L’Oréal Paris CGI lipstick car

31
L'Oréal Paris Official on Instagram: "Fasten your seatbelt and prepare to make a bold entrance with our Infaillible Matte Resistance liquid lipstick! Elevate your lip-game to a whole new level with…

3.5M views

Rhode Pocket Blush

28
Official campaign image showing Pocket Blush in Piggy applied to cheeks.

1.2K derivatives

Swan Beauty: Acquired a Husband

28
Welcome to Acquired Air #acquiredahusband

19.9M impressions

Kov Essentials claw clips

23
Daily Clip in Honey - Strongest Hold Claw Clip | Kōv Essentials

89 sold

Maybelline Sky High CGI lashes

18
Maybe London’s born with it, Maybe it’s✨Maybelline ✨

5.5M impressions

Sol de Janeiro Delícia Drench Body Butter

9
Violet jar of Sol de Janeiro Delícia Drench Body Butter

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