Viral beauty marketing: Real-world spectacle

Cases
6
Median Spread Score
45
Most started on
Instagram33%
First post to peak
2 days

By mechanic

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

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

Tarte’s Dubai influencer trip

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

1B impressions

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

Doja Cat Eats MAC Lipstick at the VMAs

43
NOT DOJA EATING HER OWN LIPSTICK LMFAOOO THIS DIVA😭😭😭 #VMA

9.5M views

K18 Tumblehair

28
answering commonly asked questions about the K18 Hair Tumblehair: — the scale wasn’t arbitrary! Measuring 10’ in diameter and comprised of more than 167B human and synthetic hairs, the TumbleHair… |…

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? 👀"

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