Viral beauty marketing: Newsjacking

Cases
22
Median Spread Score
43
Most started on
Open web23%
First post to peak
2 days

By mechanic

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

Burt’s Bees x Hidden Valley Ranch Dippers

66
Game on, ranch fans! You ordered and we served it up. Burt’s Bees x Hidden Valley Ranch Dippers Lip Balm 4 Pack is the limited-edition flavor collab that ranch fans have been dreaming of. It’s a…

e.l.f. Judge Beauty

53
In e.l.f we Trust | e.l.f Cosmetics Game Day Commercial 2024

105B impressions

CeraVe: Michael CeraVe

53
Guys run to this pharmacy in BK, I just saw MICHAEL CERA signing bottles!! 😳😳😳I'm a #ceravepartner, and I'm asking @CeraVe what is going ON #nyc #fyp #celebritysighting

32B 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

e.l.f. eyes.lips.face.sticky.

44
eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023

57B impressions

NYX Nicolandria Lip Combo

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

Rhode x Krispy Kreme Strawberry Glaze

44
Hailey Rhode Bieber on Instagram: "STRAWBERRY GLAZE DAY!!!!!!!!!Feeling over the moon today🍓❤️ thank you thank you thank you!"

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

Revlon’s “Thanks girl” lip-liner reply

43
Thanks @HeatherRaeElMoussa! Don’t sleep on our #ColorStay Lip Liner. Comment below for a ski pants storytime 😈⛷️

8M 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

Patrick Ta Major Skin Hydra-Luxe Foundation

39
#color_1 Golden

1.3K sold

Wonderskin x Chipotle Lipotle

39
CHIPOTLE AND WONDERSKIN LAUNCH 'LIPOTLE' LIP STAIN IN CELEBRATION OF NATIONAL AVOCADO DAY

1.4B impressions

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…

Dove Men+Care: First Fatherhood Moments

36
Father’s Day for dads to be | Dove Men+Care

6.5M views

Marylia Scott's Love Island Freckle Pen Reactions

36
OMG 😭 Love you @hudabubbaaa our freckles queen! 😭❤️ #hudamustafa #hudafromloveisland #loveislandusa

7M views

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

MAC “How To Tube Girl”

31
Tube Girl 🤝🏽 M.A.C Girl @maccosmetics #ad #MACstudioradiance

3.5M views

MAC x Rob Rausch: MAC Is at Sephora

28
M·A·C Cosmetics on Instagram: "MAC is officially at @sephora. @robert_rausch is going. See you there? 👀"

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

Maura Higgins: Faithful to e.l.f.

18
e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"

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