overview
driving Essence beauty lovers to Target and Ulta while sprinkling some aesthetic inspo along the way.
41x
total creators
4.6%
average engagement rate
5.3m
total views
91%
positive comment sentiment
the challenge
Essence wanted to drive users to their end shopping destinations, either Target or Ulta. But how to get consumers to go from scrolling to shopping? Now that was the question.
the approach
Shopping in-store and a GRWM? Yawn, it’s been there and done that. So what if we inspired scrollers with some epic makeup looks that would have their thumbs go from scrolling to checkout in under five minutes flat? Enter aesthetic core. Because is there anything better than a niche aesthetic? We don’t think so. From Strawberry Girl to Clean Girl to Cottage Core to Pickled Red Onion Aesthetic (yes, that’s a real thing), we’ve loved to see these niche aesthetics cover every corner of the internet. So to achieve a true ground swell while driving consumers to Ulta and Target, we tapped our creators to tell their personal aesthetic stories by getting extra niche and extra chronically online. With an end look so good, it could only be achieved through Essence products.
why we love it
This series tapped into the chronic trend that’s everywhere on TikTok: aesthetics and niche cores. By capitalizing on this ever-trending moment of uniqueness, we gave it a Kyra spin and allowed creators to tap into a trend, but do it in a way that felt unique to them. Resulting in content that was simultaneously trend-driven and authentic.
