Viral beauty marketing: Scarcity drop

Cases
29
Median Spread Score
43
Most started on
Open web41%
First post to peak
8 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. x Liquid Death Corpse Paint

62
Corpse Paint by Liquid Death x e.l.f. Cosmetics

8B impressions

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

Kylie Lip Kits

54
Current Kylie Cosmetics Matte Lip Kit with liquid lipstick and matching lip liner.

15K sold

e.l.f. Judge Beauty

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

105B impressions

Dr. Squatch: Sydney's Bathwater Bliss

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

74B impressions

NYX x Barbie The Movie collection

46
NYX Professional Makeup Launches New Limited-Edition "Barbie™ The Movie" Collection

4.2B impressions

e.l.f. Halo Glow Liquid Filter

45
e.l.f. Halo Glow Liquid Filter bottle and applicator.

22K sold

It's an e.l.f.ing Glow Storm

45
A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner

5B impressions

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

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

57B 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!

Rhode Glazing Mist

44
Rhode’s Glazing Mist just dropped — plus, 14 other new skin care products to know about

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!"

Carly Joy’s Eos shaving tutorial

43
Reply to @_notbrooke_

700M impressions

Phlur Missing Person

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

$1M revenue

Medicube Age-R Booster Pro

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

60M views

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…

Vacation Classic Whip

37
#tiktok #marketing #beauty #cosmetics #influencermarketing | Marty Bell | 32 comments

100M views

Dyson Airstrait

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

390K impressions

Shark FlexStyle

33
Shark FlexStyle Hair Styler | SharkNinja

700M impressions

Hailey Bieber’s strawberry girl makeup

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

Jones Road What The Foundation

31
What The Foundation

Rhode Pocket Blush

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

1.2K derivatives

Phlur Vanilla Skin body mist

27
Full-size Vanilla Skin body mist bottle with the Allure Best of Beauty mark.

193.1K sold

K18 AirWash

24
K18 AirWash dry shampoo bottle against a purple background.

4.1M views

Kov Essentials claw clips

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

89 sold

Pat McGrath Labs Gold 001

17
@patmcgrathreal on Instagram: "Golden hour with these golden girls... A selfie moment after applying #Gold001 at @voguemagazine event #pattakesparis ✨✨✨"

1K sold

More collections

Scarcity drop in every industry