St. Tropez Launches First TikTok Beauty Festival with Ashley Graham, Hyram Yarbro and Leading Beauty Creators

This month, Cult London and New York City teamed up with St. Tropez, a premium tanning brand, in hosting the world's first TikTok beauty festival with the hashtag glow fest. 

 

In a four-day line-up from March 14-17, viewers tuned in live on TikTok for exclusive tanning and skincare masterclasses to celebrate the launch of St. Tropez’s latest innovation.

 

As a one-of-a-kind and global first for the platform, the online festival provided real-time and on-demand tips and tricks, tutorials, live Q&As and expert advice in a Monday -Thursday schedule. With TikTok trailblazers across the skincare, beauty and lifestyle space, the all-star line-up included St. Tropez’s Global Brand Ambassador Ashley Graham, skincare guru Hyram and MUA Glamzilla.

 

“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,” said Associate Strategy Director at CULT, Alex Manning. “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.”

 

Considering a 2019 study by IAB finding that 87% of consumers were inspired to make a purchase by an influencer, St. Tropez has leveraged this type of discovery–offering consumers an easy and accessible way to discover products, receive on-demand advice, tips and valuable education from creators they trust, in real time while shopping exclusive offers ahead of the summer season.

 

In addition to spotlighting some of the brands cult products, talent debuted St. Tropez’s 2022 innovation: the skincare powered Tan Tonic Glow Drops and Luxe Whipped Creme mousse, which was recently brought back by popular demand after becoming a TikTok viral must-have and sell-out success last year. From deep-diving into skincare ingredients, sharing tips and tricks on how to perfect the glow at home to trialing TikTok trending hacks, the schedule spoke to both novices and beauty enthusiasts alike.

 

“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,” said acting Global Head of Brand, Tessa Taylor. “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.”