essence cosmetics provides user-friendly and affordable makeup options that bring joy to the often-serious world of beauty. In response to the onset of the pandemic, 5W was tasked with quickly adapting programming for essence cosmetics to reach and engage with core consumers during stay-at-home restrictions.
Given the brand's Gen Z demographic and affordable, fun product assortment, 5W worked quickly to establish and leverage a presence on TikTok, which was growing in popularity at the time. The team focused on connecting the brand with the right TikTok-first creators to spark viral excitement through robust organic seeding efforts and a rolling series of product-focused campaigns highlighting core products and new launches.
As a result of earned and paid collaborations with influential TikTok personalities, multiple essence products went viral on the platform throughout the following year, garnering immediate mass recognition and an uplift in sales. 5W quickly maximized viral moments with media, resulting in hundreds of impactful wins with top-tier outlets, highlighting essence as a leading beauty brand on TikTok. Through these efforts, 5W has also built a network of over 300 TikTok-first creators who are brand loyalists, creating organic content on a regular basis.
Influencer relationships built