Viral beauty marketing: Response chain

Cases
26
Median Spread Score
38
Most started on
TikTok42%
First post to peak
11 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

KVD Good Apple Foundation

51
Good Apple foundation balm compacts on red apples, from KVD Beauty’s Feelunique launch release.

666M 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

Danessa Myricks Yummy Skin Blurring Balm Powder

48
Danessa Myricks Yummy Skin Blurring Balm Powder in its compact with application spatula.

20.9K sold

Rhode Lip Case

48
Hailey Rhode Bieber on Instagram: "just girly things 🦄💗🍒🌸"

Dove #BlackHairIsProfessional

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

1.2B 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

Maybelline Lash Sensational Sky High Mascara

45
The original pink Maybelline Lash Sensational Sky High mascara tube on a white background.

11.6B impressions

Dove Cost of Beauty

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

11.1B impressions

Phlur Missing Person

43
Official Phlur seller’s 50mL Missing Person perfume bottle and product photographs.

$1M revenue

Alix Earle's Mielle Hair Oil Recommendation

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

6M views

MACStack Mascara

38
Ok you guys. Holy shit. @maccosmetics SHOWED UP! #macstack #30mascaras

15M impressions

Rhode Lemontini Belly-Chain Reveal

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

71.7M views

Hailey Bieber's 'Brownie Glazed Lips' TikTok

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

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

Aysha Harun's Glow Recipe Hue Drops Leak

32
OH MY GOD @Glow Recipe HUE DROPS?!? IT’S SO PRETTY!!! #glowrecipehuedrops #huedrops #glowrecipe #glowrecipedewdrops #newmakeup #makeupreview

3.3M views

Hailey Bieber’s strawberry girl makeup

32
Hailey Rhode Bieber on Instagram: "strawberry girl summer 🍓"

Jones Road What The Foundation

31
What The Foundation

Nina Pool and Shelby Ann Bell’s Thayers Milky Mist Hack

27
Someone tag @𝐒𝐇𝐄𝐋𝐁𝐘 𝐀𝐍𝐍 we need a makeup artists opinion 😂🖤

Peaked at #1

Danielle Marcan's 'Weird Chanel Foundation' TikTok

26
TikTok video by @daniellemarcan

10.2M views

The Man Your Man Could Smell Like

26
Old Spice | The Man Your Man Could Smell Like

2.9M views

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

Sarah Cheung's Brow Tint Lip Liner Hack

15
@Maybelline New York tattoo brow as a lip tint! - I’ve seen @Gillian Grace do this too 🥰💖 #maybellinetattoobrow #tattoobrow #makeuptrends #makeuphacks #makeup

800K views

Sol de Janeiro Delícia Drench Body Butter

9
Violet jar of Sol de Janeiro Delícia Drench Body Butter

More collections

Response chain in every industry