London creative agency launches "world first" TikTok beauty festival with St Tropez and Ashley Graham

Last week, London based creative agency Cult teamed up with premium beauty brand St.Tropez, in hosting the world’s first TikTok beauty festival, GLOWFEST.

As a global first for the platform, the online festival provided real-time and on-demand tips and tricks, tutorials, live Q&As and expert advice. With TikTok “trailblazers” across the skincare, beauty and lifestyle space, the line-up included; St.Tropez’ global brand ambassador Ashley Graham, skincare guru Hyram, and makeup expert Glamzilla.

With a 2019 study by IAB finding that 87 per cent of consumers were inspired to make a purchase by an influencer, St.Tropez has leveraged this shift in the marketing landscape, offering consumers a way to discover products, receive advice and tips from “creators” they trust, in real time whilst shopping exclusive offers ahead of the summer season.

Acting global head of brand, Tessa Taylor, commented: “We’re thrilled to be kick starting our season with the launch of GLOWFEST; a concept that has allowed the TikTok community to discover our products through the creators they know and love with on-demand, real-time advice they crave.

“It’s been a great way to demonstrate the versatility of our products whilst giving customers the simple tools they need to glow with confidence in their own homes.”

Associate strategy director at Cult Alex Manning, added: “We’re delighted to have worked with St.Tropez on this new social festival concept, opening up new ways for people to interact with the figures they admire.

“TikTok LIVEs are an intimate, raw form of social media conversation, and offer so much opportunity for interaction between followers and hosts. It’s really exciting to have been a part of this and to have such inspirational talent on board.”