Viral beauty marketing: Identity badge

Cases
8
Median Spread Score
44
Most started on
Open web50%
First post to peak
3 days

By mechanic

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

e.l.f. x Dunkin' Makeup Collection

60
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics

5B impressions

Cetaphil Game Time Glow

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

5.7B impressions

Dove #BlackHairIsProfessional

47
Campaign portrait showing straightened hair on one side and natural hair on the other

1.2B impressions

Merit Solo Shadow

44
Merit's Solo Shadow cream eyeshadow in its pot.

$1M revenue

NYX Nicolandria Lip Combo

44
Love Island USA: Get Olandria's Viral NYX Lip Combo!

Vaseline Heritage Day 2025

28
vaselineza on Instagram: "From Mntana ka Gogo, to Senatla sa Mama. We all know that morning routine that gave us our original glow. In celebration of Heritage Day, we want to hear the phrase your…

10.8M impressions

Fazit Glitter Freckle Patches

27
Gold Glitter Freckles Makeup Patches

$1M revenue

Vaseline: The Real Nigerian Prince

23
Chris Okagbue on Instagram: "Scammers have been using the Nigerian Prince name. Now, they’re faking your Vaseline. Let’s put an end to counterfeits. Check if your Vaseline is real via WhatsApp. *…

844.9K impressions

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