Viral beauty marketing: Transgression

Cases
18
Median Spread Score
44
Most started on
Open web28%
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. x Liquid Death Corpse Paint

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

8B impressions

e.l.f. Judge Beauty

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

105B impressions

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

Clé de Peau Beauté: Thirst Trap feat. Martha Stewart

44
#ad Gorgeous, gorgeous people love @cledepeaubeauteUS concealer! #ad #cledepeaubeaute

48M on a 845K followers at seed

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

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

57B impressions

Glamlite Pizza Palette

44
Open Glamlite Pizza Palette on a wooden board beside pizza toppings.

$150K on a $400 media spend

Martha Stewart: I Only Wear MAC

44
M·A·C Cosmetics on Instagram: "I’m Martha Stewart and #IOnlyWearMAC. #MACFleshpot #MACNudes MUA: @daisybeautytoye"

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

Carly Joy’s Eos shaving tutorial

43
Reply to @_notbrooke_

700M 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

e.l.f. So Many Dicks

38
Official So Many Dicks campaign artwork with a grid of male portraits.

5B 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

Dr. Squatch Body Wash Genie

33
Sydney Sweeney granted men wishes for natural body wash in Dr. Squatch’s Guys Only Want One Thing spot.

7.3M views

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Transgression in every industry