Peter Thomas Roth Instant FIRMx No Filter Primer Sees Success on Social Media with Influencers

Peter Thomas Roth's recent Instant FIRMx No Filter Primer launch took social media by storm. On TikTok, it has garnered nearly 44 million views, according to the company.
 
The Instant FIRMx No Filter Primer was born as a result of the viral success of the brand’s Instant FIRMx Eye Temporary Eye Tightener, a customer cult-favorite and best-seller for over 10 years.  While having been around for over a decade, the product’s popularity skyrocketed in August 2021 when a user shared a before-and-after on TikTok (as seen here).
 
Within a week, the video racked up 25 million views, and garnered celebrity and “skinfluencer” fans such as Gabrielle Union, Dr. Muneeb Shah, Dr. Prem Tripathi and Susan Yara, who shared Instant FIRMx Eye on socials.
 

Sephora Campaign

To make a splash for the Instant FIRMx Primer at launch, Peter Thomas Roth teamed up with longtime retail partner Sephora to execute a digital branded campaign through TikTok, Meta and programmatic ads. The Sephora Single Branded Campaign ran from January 17-March 21 and featured a mix of brand-made content as well as UGC and macro-influencer and brand fan, Emira D’Spain (1.2M).
 
Additional PTR-loyalists and influential beauty creators were tapped to create paid content to coincide with the campaign as well, ultimately leading to organic, non-paid coverage from major names such as James Charles (37.6M).
 

Global Content Creators

For this campaign, Peter Thomas Roth tapped a diverse group of over 20 content creators with strong communities in the makeup space to showcase how the product works with complexion products.  

Key Creators Included In Campaign

• Nora (Noriella)– 1.9M Followers
• Emira D’Spain– 1.2M Followers (in Sephora Single Branded Campaign)
• Jocelyn Chew– 600K Followers
• Marta Pozzan– 532K Followers
• Dylan Gordon– 235K Followers
• Anife Toupeva– 208K Followers
• Taylor Madison– 427K Followers

IRL Retail Activation

All Sephora (527 doors) and Sephora in Kohl's (606 doors) participated in hero merchandising/promotion alongside the campaign. 

For more on beauty influencers, look here and here.